January to May 2018

Jimmy the Greek is a popular Toronto-born Greek Quick Serve Restaurant (QSR) owned by franchisees. JTG have 52 locations in mall food courts across Canada and are growing.  

Agency: Unite Creative

Creative Director: Rick Abrusseze

Social Strategist/Copywriter: Alex Coley

Art Director: May Tong


Client requested content with a focus on popular menu items like pita types & plate varieties. Our audience on Instagram primarily consists of males between 18-24 with a secondary target of M/F between 25-34. Posts embrace youthful audience's humour & champions Jimmy the Greek cult classics like the JTG Chicken Souvlaki Pita. 

  • Content strategy 

  • Copywriting 

  • Original photography   

  • Community moderation 

  • Instagram & Facebook targeted advertising campaigns 


Followers: 380 up 171%

Reach: 2,610

Engagement: 11.8% 

JTG Average Engagement: 11.80%  VS. Industry Engagement Average: 3-6% 


Strategy & Tactics 

  • Use all original photos & animation  

  • Create content that entertains & interacts with primary audience 

  • Content reflects variety of pita selections like chicken souvlaki, veggie, gyro or chicken skewer 

  • Geo-target Instagram posts to target popular JTG locations like the Eaton Centre, Scarborough Town Centre, Erin Mills using techniques like Add Location, geo hashtags, and primary audience & geo-targeted post promotions