Our client, Ritu, is an Indian restaurant based in St John’s Wood. They created a special Iftar menu that would run for the month of Ramadan.

Our Objective

To promote the menu across all platforms, driving bookings for the Iftar menu.


We received the finalised Iftar menu and images just two weeks prior to the menu going live, therefore allowing only a short window for promotion. We had a very limited budget on this campaign, so all Social Media and PR coverage had to be organic.

Our Approach

Using high-quality assets, we targeted a specific audience through digital marketing, social media and PR.

What we did 

First, we assisted Ritu in designing the menu and arranged a shoot to ensure we had high-quality images of the Iftar menu.

We specified our target audience: those observing Ramadan in the local area, and those willing to travel from other London locations.

Next, we created a landing page on the Ritu website, containing the menu and a booking link along with information about Iftar to help the page rank higher within Google Search. 



A press release was created and sent to a targeted media list, which included local, London, halal-focused and hospitality publications.

We kept a close eye on journalist requests to ensure we were up to date and ready to jump on any reactive PR. 


Influencer Marketing


We invited a small, select group of Muslim influencers to Ritu to try the Iftar menu and share their experience with their followers.


Social Media


For this campaign, we kept Ritu’s content organic, rather than opting for paid posts. We posted regular images of the Iftar menu on Ritu’s Instagram grid, along with stories linking to the Iftar landing page.

As well as this, we posted a link to the Iftar menu in local Facebook community groups. 




A newsletter was created and sent out to Ritu’s mailing list, informing everyone of the Iftar menu. 

The Results

Whilst this campaign was small, it had very positive results, selling 53 covers.

We gained four pieces of press coverage, which produced an estimated 54k views overall. These included an editorial listing in Hot-Dinners, features in Feed the Lion and Halal Girl about Town, and a reactive PR story in My London.

The Iftar landing page had 217 views across the month, the majority of those being driven from social media and the Hot-Dinners feature.

What's next?

We will continue to work with Ritu on future campaigns. What we have learnt from this is that we need a longer lead time to ensure a longer promotion period, along with a small budget for paid social media posts and collaborations. 

Key Services Supplied

  • Marketing – Traditional and Digital
  • PR – Press releases/Influencer and Press engagement
  • Content Creation – SEO/Photography/Videography/Blog writing
  • Social Media Management
  • Reporting – Weekly/Monthly
  • Email Marketing
  • Strategic Planning
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