Slotskælderen Hos Gitte Kik
One of Copenhagen's oldest lunch restaurants, with an audience almost entirely over 60 and a page that had gone quiet.
Services
Social Strategy
Timeline
2025
The challenge
Everyone following them, was already a customer
Slotskælderen has been serving lunch in the same cellar for generations and the room has a following, but that following was almost entirely 60 and over. The page reflected it. Mostly close dish or ingredient photos, no people, and nothing in a post that gave anyone a reason to comment, so it sat quiet and it was doing nothing to bring younger guests down the stairs for the first time.
The approach
Starting the account from zero
We built a new account rather than reviving the old one, because the old one had spent years teaching the algorithm to reach exactly the people who already came in. Then we changed what got made. Cinematic video at a heavier production level, and a small story arc behind everything except the dish photos, so a post had a beginning and an end rather than being a picture of a plate. That ran for five months while we tested formats and kept what worked.
The result
276k profile views from zero
The account went from zero to roughly 276k profile views. The more useful signal was in the comments, where people started asking for the address, which is what it looks like when someone is finding a place for the first time instead of checking in on one they already know.
