Viral Launches
Kaana
Kaana is something London hadn't seen before — an Indian-inspired eatery built around a thoughtful, healthy menu. Female-founded, concept-driven, and completely new to the market. The kind of opening that deserved to be celebrated.
They came to us 4 months before launch. We started building the strategy four months out, creating content that introduced the concept to London and built a community of people invested in seeing it succeed before it even opened.
By opening day, Kaana had already crossed 200,000 views online — all organic, no paid ads. The city was ready.
When the doors opened, people had been queuing for an hour already. For four straight hours the queue didn't stop. The energy was unlike anything a typical restaurant opening sees. The founder came outside to thank the crowd personally. She was moved to tears. The people waiting cheered for her.
That moment — a founder, her community, and a queue that proved every late night of preparation was worth it — is exactly what we build towards with every launch.
The numbers:
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100,000+ views generated before opening day
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All organic — zero paid ads
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Queues from one hour before opening
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Four consecutive hours of non-stop service on launch day
Sourdough Sophia, Bakery Launch, Essex Road, London
Sourdough Sophia had already built a loyal following with her first bakery. For her second location on Essex Road, she needed an opening that matched her reputation, and then some.
We came on board before a single loaf had been baked in the new space. Starting with a full pre-launch strategy, we built anticipation on social media in the weeks leading up to opening day, turning a new address into one of the most talked-about food openings in London.
The result was extraordinary. Millions of views accumulated across social media. The account gained more than 50,000 followers. And on opening day, customers started queuing three hours before the doors opened. The queue wrapped around the block. They sold out within hours.
For the two weeks that followed, Sourdough Sophia's second bakery was everywhere on London's social media. Every share, every story, every repost was earned, no paid ads, just a strategy that worked.
The numbers:
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50,000+ followers gained
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Millions of views generated
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Queues from 3 hours before opening
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Sold out within hours of opening
Mammy Pancake, European debut
Mammy Pancake is a beloved bubble waffle franchise from Hong Kong. When they chose London for their first ever European opening, they needed to make it count.
We started working together two months before launch, with one goal — build genuine hype in a city that had never heard of them. Starting from zero, we built their social media presence from the ground up, posting consistently, creating pre-launch content that teased the product, and building a community of people who were already desperate to try it before it existed in their city.
The launch video we posted in the final days before opening crossed 100,000 views organically. By the time the doors opened, the queue had already formed. From 11am to 7pm, without a single break, Mammy Pancake served customers who had been waiting in line around the block. They didn't stop for a second.
All of it organic. No paid ads. Just the right content, the right strategy, and the right timing.
The numbers:
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0 to 4,000 followers in two months — all organic
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100,000+ views on the launch video
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Queues from one hour before opening
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Non-stop service from 11am to 7pm on opening day
