Made Fresh Daily: Sharing the love for a neighborhood bakery
rayogram collaborated with our favorite spot near the Brooklyn Bridge: Old Seaport café Made Fresh Daily. Our message: to communicate that everything tastes better when it is—literally—made fresh daily.
Our strategy was three pronged—to connect with first-time visitors to the area, to communicate daily with existing customers, and to market the café’s catering business.
We began by creating the brand identity (logo, menus, signage). We developed content to showcase the enticing breakfast and lunch offerings, and the vibrant vibe of the bakeshop. Located in a 1793 Dutch merchant building that once housed the Knickerbocker Ice company, original signage and brick floors now co-exist with egg yolk-yellow walls and an assemblage of graphic vintage art posters. Visitors—including students from three local schools—stop in for smoothies, sandwiches, soups, and fresh baked goods like buttermilk biscuits and fresh fruit pop-tarts.
Instagram We chose Instagram as Made Fresh Daily’s go-to social media platform—its immediacy and visual impact is a great medium to show off daily specials, new offerings, and a fresh out-of-the-oven batch of strawberry muffins. We used original photography, shooting and posting daily to update its followers on the freshest fare in the Seaport—everything made with all-natural ingredients: organic dairy, local farmhouse eggs, unrefined sugars and unbleached flours.
The website was built on the Squarespace platform with MailChimp, Instagram, Facebook and OpenTable integration. Daily specials were sent to the growing mailing list via MailChimp. Blog posts were pushed out via Twitter, Facebook and Instagram. And reservations were taken with OpenTable.
Beyond menu features, we created a dedicated section for catering information including illustrations and photography to help grow attention and increase orders for that lucrative part of the business.
A Made Fresh Daily blog acted as mini travel site, connecting the cafe and its customers to its historic neighborhood. We explored the Seaport Museum and its partner business, Bowne Print Shop, went on a field trip to neighboring Chinatown, and headed over the Brooklyn Bridge—which has a “secret” entrance only a few blocks from the shop. Coverage of these and other nearby destinations helped stitch MFD to neighboring communities for locals and tourists alike.
