La Loba Seattle
A study in both editorial restraint and culinary craft, La Loba pairs the warmth of Barcelona’s culinary heritage with the raw abundance of the Pacific Northwest.
La Loba, the restaurant we launched with EDO Hospitality Group inside 1 Hotel Seattle, brings Barcelona’s soul to South Lake Union. At its center is Chef Oscar Amador Edo, a James Beard–nominated chef whose path runs from Catalonia’s kitchens to Michelin apprenticeships and a series of acclaimed restaurants in Las Vegas. His cooking is precise, deliberate, and deeply rooted in memory.
Our job was to turn that story into a digital identity that could build intrigue before the first plate was served — in a city that values what’s real over what’s loud.
Client:
La Loba
Type:
Social Strategy
Creative Direction
Video Production
Graphic Design
Live Event Coverage
Photography
Influencer Marketing
Social Media Management
Paid Social
Credits:
Shena Bannick, Daniel Caballero, Isabella Gaule, Emily Markus, Zach Huntting, Mike Folden, Zander Kroon, Kelly Robbins, Mandy Kehoe, Miles Fortune
About the work:
We launched La Loba through a phased campaign — cinematic teasers, editorial storytelling, and behind-the-scenes content that revealed the craft without overstating it. The approach favored intimacy over volume: steam rising, salt falling, a line cook’s hands in motion.
In a city that prizes substance over spectacle, we built anticipation quietly — one post, one story, one reel at a time — until La Loba opened to a full book and a following that already felt like regulars.
Strategy & Execution
We built La Loba’s following the same way a restaurant builds a reputation — plate by plate, table by table, person by person.
The goal was to earn anticipation, not ask for it.
We designed a rollout that felt organic to Seattle, but resonated far beyond it — rooted in community, elevated through collaboration.
Phase 1 — Pre-Launch
We started small. And local.
Early content focused on ingredients, process, and place — quiet vignettes of Chef Edo’s kitchen and the people who shaped it. Local partnerships gave the story texture: Seattle creators, collaborators, photographers, and small businesses helped bring the world of La Loba to life.
Through our partnership with ON PR, local press coverage began to build steady awareness — features, interviews, and early looks that gave the brand credibility before a single dish was served.
Phase 2 — Soft Launch
As momentum grew, we widened the circle.
Our partnership with Shadow extended La Loba’s reach to national and international audiences — connecting with editors, tastemakers, and culinary influencers who understood the language of experience over hype.
Influencer dinners and chef previews were intimate by design — no spectacle, no oversell — creating moments that felt authentic to the brand and shareable on their own terms.
Phase 3 — Launch & Momentum
When the doors opened, the story was already in motion.
Local guests arrived because they’d seen it everywhere that mattered — from neighborhood features to national coverage.
Our team captured launch-day energy in real time: plates landing, cocktails poured, a room alive with sound. Content moved fast but stayed true — documentary over production, presence over polish.
Phase 4 — Sustain & Community
After the opening, the focus shifted from attention to belonging.
Monthly creator dinners kept the feed fresh. Limited menus created urgency. Local collaborations reinforced the restaurant’s place in the city’s fabric, while national coverage maintained relevance beyond it.
Everything laddered back to one idea: La Loba wasn’t just opening — it was arriving.
Results & Reflection
Local press and word of mouth built steady awareness; national and global coverage carried the story further. Within the first three months, La Loba surpassed 10K followers, averaging a 5-8 percent engagement rate—numbers more typical of lifestyle brands than restaurants.
Influencer content drove reach and credibility, generating a 3× lift in engagement compared to brand posts. Every creator dinner filled the room and the feed. Reservation demand stayed at capacity through the first quarter.
The La Loba launch, supported by 1 Hotel Seattle, broke records across both brands. As Joseph Mikulich (sommelier and co-founder of La Loba) would say, “success, like wine, gets better when it’s shared.”
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