You&Meat: performance marketing for restaurants

Objective

The central objective of the collaboration was to strengthen You&Meat’s brand awareness to position it as an innovative leader in the large-scale retail refrigerated section. The challenge consisted of building a solid digital presence (through a new website and optimized social channels) and launching a recurring promotional format capable of generating curiosity, incentivizing engagement, and stimulating repeat purchases from a diverse target audience, from families to the most demanding consumers (“Fast lovers” and “Food sociables”).

Strategy

The strategy was based on the evolution of You&Meat’s positioning, centered on the “Everyman” archetype: a reliable, genuine brand oriented toward conviviality. The approach involved mapping a new digital customer journey, from the revamped website to loyalty building via newsletters. The strategic engine of the two-year period was the “You&Season” format: the transformation of the classic hamburger into seasonal limited editions, supported by a fun, lighthearted but not trivial Tone of Voice, to intercept the year’s main festive trends.

A renewed digital ecosystem and the success of the You&Season format

To translate the strategic vision into tangible results, Square Marketing implemented a structured operational plan, combining web development, content creation, and performance marketing.

What we did:
- New Website: Design and development of a modern platform (“Taste the best”), structured to accommodate both final consumers (with sections dedicated to Hamburgers, BBQ, Steak Tartare, and Cooking School) and B2B professionals through a dedicated Restaurateurs area.
- Social and Digital Channel Management: Activation of a consistent editorial plan, supported by ongoing content creation. This was accompanied by direct marketing management via Mailchimp for sending the “Taste the Newsletter,” in order to communicate news to a profiled user base.
- “You&Season” Campaign: Launch of limited editions in supermarkets, driven by specific Social Adv, Influencer Marketing, and Digital PR strategies:
  - Halloween: Creation of the “Booooorger” (Smoke Flavored), promoted with the themed creative “Scary Good Burger!” and online contests to stimulate UGC (User Generated Content).
  - Christmas: Promotion of the “Xmas Burger” through a campaign with a “Disruptive Christmas” tone, poking fun at holiday clichés (“Bad advice section” and “Bad moments”) to generate strong interaction.
  - Valentine’s Day: Consolidation and enhancement of the “Love Burger” (the heart-shaped burger), the leading product of the romantic season.
- Live Coverage at Tuttofood 2025: Physical presence of the Square Marketing team during the trade fair to document the event in real time, producing dynamic content (videos, interviews, and behind the scenes) to transfer the brand’s institutional authority to social channels.

Impact (The Results)

Consolidated awareness and measurable engagement

The work performed allowed You&Meat to strengthen its positioning in large-scale retail, differentiating itself from competitors thanks to a fresh, multi-channel image highly oriented toward user interaction.

List of key benefits:
- Commercial growth of Limited Editions: The “You&Season” campaign confirmed high consumer receptivity toward seasonal products. The “Love Burger,” in particular, showed an extremely positive trend, recording over 44,000 packs sold during the reference period with year-on-year growth of +20.61%.
- Structured digital presence: The new website and the newsletter-linked funnel created clear and measurable touchpoints, improving the presentation of premium products and capturing qualified leads.
- Reach and engagement (Adv & Social): Social Adv (Meta) campaigns and collaborations with micro-influencers generated significant volumes of reach and impressions for each individual holiday, maintaining a sharp focus on traffic to physical points of sale and promotional coupon downloads.

A measurable and creative approach that transformed You&Meat’s communication from a simple product showcase into an engaging narrative ecosystem. By combining a solid digital restyling with highly recognizable seasonal campaigns, the brand established itself as a quality choice, capable of bringing innovation, lightheartedness, and value directly to consumers’ tables.