Saltgrain Bakery
One reel turned a neighbourhood bakery into a weekend ritual.
1.8M views on a single reel
- Client
- Saltgrain Bakery
- Services
- Content creationTrend researchCommunity management
- Timeline
- 6 months
- Platforms
- TikTokInstagramYouTube
Saltgrain is a three-site artisan bakery in Bristol. We turned the 4am bake into a daily series and the Saturday queue into a community that shows up midweek too.
[01]
The challenge
Saltgrain sold out every Saturday and sat half empty from Monday to Thursday. Posting was sporadic, mostly product shots, with no consistent voice, and two new locations were about to open to rooms nobody knew existed.
[02]
Our approach
We built a daily short-form series called The 4am Shift, filmed by the bakers themselves with a phone, a clip light and a shot list we wrote for them. Our team edited, captioned and scheduled every episode, ran comment-led Q&As, and seeded a secret loaf code that only ever appeared on social.
The feed
What we posted
A few of the posts behind the numbers, exactly as they appeared in the feed.
The 4am Shift, episode 41
Say the word at the counter. You know the one.
Crumb shot. 1.8M views.
+64%
midweek footfall
Cooling rack ASMR, no talking
Results
The numbers
1.8M
Views on the top reel
+64%
Midweek footfall
37K
New followers
12K
Secret loaf redemptions
| Period | Value |
|---|---|
| Apr | 80K |
| May | 140K |
| Jun | 420K |
| Jul | 980K |
| Aug | 1.6M |
| Sep | 2.3M |
“We just bake. Trendora found the story in what we do every morning, and the whole city showed up for it.”
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