Supermac's Tiktok

Our objective was to evolve Supermac’s TikTok from a digital presence into a dominant cultural force within the Irish food and beverage landscape. We aimed to deepen engagement with Gen Z while differentiating the brand from global competitors through our 100% Fresh and 100% Irish promise. The strategy focused on four pillars: Freshness, Provenance, Culture and Craic. We sought to increase organic reach by shifting from promotional posts to native entertainment. Ultimately the goal was to transform Supermac’s into a viral icon measurable through high view through rates and substantial earned media impact.

We prioritised thumb stopping native entertainment over traditional advertising to showcase product quality. Our standout innovation "Food Labs" reimagined menu items into Michelin style dishes using high end food cinematography to visually prove our 100% Fresh promise. We embraced reactive creativity by seizing a Bridgerton mention to gift Nicola Coughlan a Gold Card which sparked global virality. By blending high production aesthetics with authentic Irish personality we transformed fast food into cultural currency. This unique mix of polished visuals and raw local charm differentiated us from competitors and turned a regional brand into a viral powerhouse.

Our strategy delivered explosive growth for the brand. We generated over 10 million organic views with a 30% view through rate validating our high retention storytelling. The content resonated deeply driving 7,500 reshares and 5,000 comments proving we successfully embedded the brand in the cultural zeitgeist. Most notably our reactive Nicola Coughlan campaign secured hundreds of media articles and dozens of radio mentions delivering over €250,000 in earned media value. These metrics confirm we successfully shifted consumer perception from a local outlet to a globally recognised Irish food and beverage icon.

We targeted Gen Z while ensuring broad cultural accessibility and inclusivity. Our pillars championed shared heritage by using Irish language and music to unite diverse communities under one brand voice. We democratised our appeal as "Food Labs" engaged quality focused foodies while lifestyle content resonated with entertainment seekers. By avoiding corporate jargon and embracing authentic local storytelling we created a welcoming digital community.