The BRDGE
Introducing a new Calgary food brand to the right audiences through research, paid social, creators and in-person tastings.
- Client
- The BRDGE, via WEE Marketing Agency
- My role
- Integrated Marketing Strategist & Social Media Lead
- Timeline
- 2024
- Location
- Calgary, Alberta
- 11.6K
- Accounts reached in 30 days
- +323%
- Impressions
- +728%
- Reach among non-followers
- 431
- Profile visits from a single ad
Instagram professional dashboard, January 31 – February 29, 2024. 61.4% of accounts reached came from ads.
At a glance
Challenge
Introduce an emerging food brand to the right people in a competitive market, on a startup budget.
Approach
Research the audiences, then reach them several ways at once: paid social, creators, campus outreach and tastings.
Result
11.6K accounts reached in 30 days, with reach among non-followers up 728%.
01
The challenge
The BRDGE is a Calgary food and catering business bringing home-style dishes from cultures around the world to local tables. As an emerging brand in a competitive industry, it needed to build awareness and earn trust with people who had never heard of it.
Visibility alone wasn’t enough. Marketing had to reach people with a genuine interest in the food, and with a set budget, every initiative had to justify its place.
02
The strategy
Working directly with the founder, I helped shape an integrated plan that combined digital and in-person marketing, and I independently managed the brand’s social presence.
Find the right audience
Market research to identify customer segments and where to reach them, which shaped channels and messaging.
Reach them several ways
Influencer collaborations, university outreach, food tastings and social campaigns, so people could discover the brand more than once.
Spend with purpose
Allocated the marketing budget across paid social and creator partnerships based on audience fit and goals.
Make the food the hero
Food photography, creator taste tests and a recurring series that told the stories behind each cuisine.
03
Content that introduced the brand
The feed leaned into what made The BRDGE different: real dishes from Nigerian, Jamaican, Cambodian and Venezuelan kitchens, and real reactions to them. Creator taste tests and “team tries” videos gave new audiences an easy, low-pressure way in, while targeted Instagram ads introduced new menu offerings to the right people.
Featured content
04
Results
- 11,616
- Accounts reached in 30 days
- 32,797
- Impressions, up 323%
- 10.8K
- Non-followers reached, up 728%
- 11,737
- Plays on the latest ad reel
- 7,483
- Accounts reached by that reel
- 431
- Profile visits from the latest ad
The BRDGE has since been recognized as Best Catering Company – Calgary (2025) by Corporate Vision Magazine. That’s a company milestone, not a result I’d attribute to my campaigns.
05 · Takeaway
For an emerging brand, visibility alone isn’t enough. Reaching the right people in several ways at once is what turns a new name into something customers want to try.