Ezra & Gil: Social media & community growth
Overview.
In 2014, the team behind Ezra & Gil had a clear vision: to create the perfect neighbourhood hangout spot. Their flagship cafe in the Northern Quarter has been a go-to destination in Manchester ever since, alongside their newer Peter Street venue and a third site in Liverpool.
Ezra & Gil have never had a problem getting customers through the door. In fact, you’ll usually find a queue waiting outside on a weekend, come rain or shine. But with their in-house team focused on delivering the best experiences for customers in-store, they had little capacity to manage the company’s social media presence – particularly on Instagram and TikTok. After poor experiences with content agencies in the past, they were introduced to us through a trusted referral.
Our strategy.
Authentic, community-driven content.
Ezra & Gil wanted social media support that captured the magic of their three shops while driving engagement and footfall in a way that felt authentic to them. So, we began by developing a strategy that combined business-as-usual content with trending ideas geared towards engagement.
Evolving with the brand.
Starting with their flagship product, Voicescape Collections, the strategy was designed to position the brand as the definitive authority in the market. As their internal marketing capabilities expanded and their market position changed over our five-year partnership, we actively evolved our strategy. We shifted to provide more top-level guidance, ensuring our support always aligned with their growing goals.
Implementation and creativity.
On-the-ground production.
We brought the strategy to life by heading in-store to shoot organic content once or twice a month, alternating between their Manchester and Liverpool locations. To ensure the feed remained fresh and reactive, we supplemented these planned sessions with ad hoc visits. This blended approach allowed us to efficiently execute full shoots and launch campaigns for seasonal menu updates, as well as capture members of their team, their venues, and content for trending videos. Alongside our social execution, we also wrote SEO-driven landing pages for Ezra & Gil’s website to further support their efforts in driving footfall.
Viral moments & reactive marketing.
We actively leaned into social media trends to boost visibility. We planned, produced, and edited creative videos, including builder content of menu items – like their Pistachio Affogato and Iced Dubai Chocolate – which garnered tens of thousands of views and secured local coverage from Secret Manchester. When Oasis announced their homecoming in July 2025, we also capitalised on the cultural moment by collaborating with another Northern Quarter-based business to deliver a memorable PR stunt using a Liam Gallagher lookalike.
Campaigns & partnerships.
To celebrate Ezra & Gil’s 10th birthday, we developed a full campaign. This included a highly successful Black Card giveaway and local press coverage. Elsewhere, we actively managed key partnerships and reached out to local micro-influencers to create buzz around new menu items and the Liverpool store’s first birthday, while also rallying the community to support the brand in public-voted awards with Deliveroo and I Love MCR – both of which they went on to win.
The results.
By building a solid relationship backed by consistent results, our partnership with Ezra & Gil extended well beyond the initial six months and into the following year. Our work demonstrates the power of authentic, trend-aware content that stays true to a brand’s core identity.
- Gained almost 2.9 million impressions within the first six months and increased engagement by 92% compared to the previous six months.
- Drove high-quality, story-driven entries from genuine fans sharing their favourite Ezra & Gil memories for the 10th birthday giveaway, and successfully rallied community support to win public-voted awards.
- Secured tens of thousands of views and local press coverage through reactive PR stunts and high-quality, trend-led food and drink content.
Impressions gained in the first six months
Increase in engagement on the previous six months
Views on a trending menu item, leading to multiple pieces of coverage
Ready to see similar results?
Looking to bring fresh energy to your social media accounts to drive engagement, increase footfall, and build a loyal community? Start your growth story with Embryo.
