Growing a Dining Destination in Cascais

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Almina Cascais, a new Mediterranean restaurant in Cascais, approached us before their soft opening with two main goals maximise visibility for their launch and drive strong social buzz through organic content and Meta Ads.

Beyond the opening, we set as objectives:

Position Almina as the dining destination in Cascais.
Build an emotional connection with the audience.
Grow an engaged community to fuel future organic reach and influencer activations.

IDEA /

To achieve this, our advertising agency in Lisbon designed a mixed-format campaign that balanced storytelling and brand-building.

Ads Setup:

15% Static Ads → awareness campaign → brand reinforcement & mood setting
60% Reels → Instagram Traffic campaign → dynamic storytelling & emotional connection, social proof.
25% Carousels → engagement campaign, now a traffic to bookings → in-depth storytelling of the Almina experience

Running several formats simultaneously ensured audiences saw the brand in different, complementary ways – pushing them towards action.

Targeting:

A 25-30 km radius around Cascais and Lisbon to reach both locals and city diners willing to travel for a premium dining experience.
Retargeting users who engaged with content in the past 90 days.

HOW WE DO IT /

Content Plan

Our content strategy focused on storytelling and atmosphere, not just food. By highlighting authenticity, human faces, and social proof, we built both emotional resonance and brand credibility.

Soft-Opening Phase:

Static ad: “We’re open” announcement.
Reel: From market to table – showing staff handpicking fresh ingredients and preparing them.
Carousel: seasonal dishes – highlighting the rotating menu.

We're Open

From Market to Table

Seasonal Dishes

Phase Two:

Reel: Almina atmosphere – terrace sunsets, open kitchen, food shots.
Static ad: people sharing plates (a core Almina pillar).
Carousel: “Welcome to Almina – stop by for seafood, fresh vegetables, & shared plates” – from fire, to dish, to wine.

Sharing Plates

Atmosphere

STATUS /

Next Steps and optimisations

Next, we plan to refine the Instagram profile: bio, highlights, and pinned posts for stronger first impressions. More on that we plan inviting influencers and leveraging their content in ads to strengthen social proof.

Other than that, some of the upcoming content is a reel (spice & soul – chef’s hands at work with ingredients), a static ad (signature dish close-ups & terrace atmosphere) and a carousel (behind the fire – introducing the chef, local produce, and the wine collection).