Intro
On Instagram, Facebook, and TikTok, we built a content approach that feels native to each platform, but always centered around one idea: people connect with people, not just products.
Brief
The task was to improve how Glovo partner restaurants show up on social media. The goal was to create content that feels more alive and less like traditional advertising, while still driving awareness of what’s available on the app. We handled everything from start to finish – coming up with ideas, writing scripts, organising and shooting the videos, editing them, and finally publishing them on Glovo’s channels.
Highlights
The main idea behind the content was simple: every restaurant has a story, and we tried to bring that out in a way that feels natural. We always started by talking to the people behind the place. Owners, chefs, and employees. These short interviews ended up being some of the most engaging parts of the videos, because they felt honest and personal.
Alongside that, we mixed in strong food visuals like fresh pizza coming out of the oven, grilled dishes straight off the fire, pasta being prepared, all those moments that make you hungry just by watching.
We also got creative with TikTok and Reels trends when it made sense, but always adjusted them so they still felt authentic to the restaurant, not forced or out of place.
Results
This type of content quickly became the best-performing format on Glovo Croatia’s social media channels. The comment sections turned into small conversations about food and favourite local spots, which was exactly what we were aiming for.
We also saw stronger overall engagement across Instagram, Facebook, and TikTok compared to more standard promotional content, especially on videos where the restaurant owners were speaking directly to the camera.
Conclusion
What worked here wasn’t a complicated strategy, but a simple shift in perspective. Instead of pushing restaurants as listings in an app, we treated them as stories worth telling. By mixing real people, simple storytelling, and really good-looking food shots, the Glovo x Partners content became something that felt closer to a local food show than traditional advertising, resulting in higher engagement, reach and number of interactions.
