Ferro's Taqueria · Campaign · sample engagement
A content system the kitchen can run
12 weeks unbroken cadence · followers +84% · sellouts 2→5/wk
The brief
Ferro's is a two-location family taqueria whose nephew posts “sometimes.” Followers have been flat for two years while competitor chains out-post them twenty to one.
There was no content system — no cadence, no visual consistency, specials announced only on paper in the window.
The brief: a system shot on a phone by non-designers, bilingual on every post, runnable in 30 minutes a week, with no paid budget.
Constraints: Shot on a phone by non-designers · 30 min/week of staff time · bilingual (EN/ES) every post · no paid budget initially.
How it was made
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Discovery
The nephew posted sporadically, followers were flat for two years, and the chains out-posted Ferro's twenty to one. The daily special lived only on paper taped in the window. Great tacos, invisible online — the gap was a system, not effort.
Channel audit — no cadence, no system. -
Strategy
A content system the staff can actually run: three template families on a weekly cadence, bilingual on every post, thirty minutes a week, no paid budget. The gate was blunt — it wins only if the line cooks can run it on a Tuesday. Signed.
Template families + cadence rules. -
Concept
Three directions: template families, influencer/UGC, and a polished studio shoot. The influencer route cost money they didn't have; the studio looked great but couldn't sustain a weekly cadence with no studio time. The templates won — runnable on a phone, bilingual built in.
Three directions — rejections preserved. -
Design
The bilingual lockup: a phone-photo zone, an English headline with a Spanish line beneath, and a fixed brand frame. Each family owns a color — salsa, cactus, marigold — and the second language is part of the template, not an afterthought.
Bilingual lockup, palette, type. -
Production
A 90-day calendar with a repeating weekly rhythm, three editable post templates with the bilingual lockups baked in, and a printed cadence card for the kitchen wall — so the staff fills the photo, types the special, and posts.
Template kit + 90-day calendar. -
Results — how we measured
Cadence came from the post log, sellouts from the kitchen's daily count: twelve weeks of unbroken posting run by staff, followers up 84%, and daily-special sellouts from twice a week to five. Demonstrative; cards below.
Results instrument (demonstrative).
The deliverable, live
This is the working deliverable itself — not a mockup of it.
Open full screen ↗Results demonstrative data
- +84%followers in 12 weeks
- 12 wksunbroken cadence, by staff
- 5/wkspecial sellouts (from 2)
- EN/ESbilingual on every post
“The card on the wall tells us what to post, and the Spanish is already there. We finally look as good online as the food tastes.”
Owner persona, Ferro's Taqueria — demonstration quote
In the world
Where the system lives once it ships — shelf, hands, and street. photography in production
