Case study
Turning a neighborhood cheese shop into a warm, recognizable lifestyle brand.
A social media, content and digital marketing strategy designed to make wine and cheese feel approachable, inviting and worth sharing.
The overview
Let It Brie was more than a specialty cheese shop. It was a wine bar, café and gathering place built around memorable food and hospitality.
The opportunity was to translate that in-person experience into a cohesive digital presence — one that felt elevated without being intimidating, and playful without losing its polish.
Through original photography, strategic campaigns, community-focused content and consistent brand storytelling, I helped build an online presence that reflected the warmth and personality customers experienced inside the shop.
Key result
+52%
Growth across social platforms through consistent content, creative campaigns and community engagement.
The challenge
Let It Brie had loyal local customers, but its online presence needed greater consistency and character.
The strategy
A warm, polished content style built on rich food photography, thoughtful styling and approachable messaging. Every post should read as Let It Brie before anyone sees the logo.
Rather than posting bottles and wedges, the content showed customers how Let It Brie fit into their lives — positioning the shop as a destination rather than a retailer.
Wine and specialty cheese can feel intimidating. Educational content removed the barrier without getting technical — a knowledgeable friend, not a lecture.
The strategy leaned into Fullerton, inviting customers to participate in the brand rather than just watch it.
Featured campaign
Following renovations, Let It Brie needed to announce that its patio was reopening and bring customers back. I created a summer-focused social campaign that presented the patio as an experience: relaxed, inviting and perfect for an afternoon of wine and cheese. The post drove strong engagement and supported a successful reopening weekend.
We did not just announce that the patio was open. We reminded people how it felt to be there.
Content pillars
Product photography, cheese boards, wine pairings and seasonal menu highlights.
Approachable wine and cheese education designed to build customer confidence.
Patio afternoons, events, tastings and the atmosphere surrounding the brand.
Customer features, local connections, promotions and timely conversations.
The work
Original product and lifestyle imagery
Content calendars, campaign planning and community management
Behind-the-scenes and customer-facing storytelling
Promotional and customer-retention campaigns tied to seasonal offerings and events.
Optimized content designed to improve discovery and drive website traffic.
Brand voice
Like being welcomed into your favorite neighborhood wine bar.
Helpful and confident without being pretentious.
Personality, humor and cheese-related wordplay when it fits.
Always giving customers a reason to visit, taste or celebrate.
The results
Reflection
Good marketing should make people feel something. For Let It Brie, it made them hungry, curious and ready to pull up a chair.
Strong food marketing is not simply about making something look delicious — it is about creating a feeling around the product. Combining hospitality, visual storytelling and strategic digital marketing turned a neighborhood wine and cheese concept into a brand people could recognize, connect with and experience both online and in person.
Social Media Strategy · Content Creation · Photography · Video · Copywriting · Email Marketing · SEO · Promotions · Community Management · Brand Development