Deli & organic market — Uluwatu
Famous in the neighbourhood before it opened.
I am one of the founders of Kalli Marshall Agency (now on hiatus), and I did this work there as social media specialist.
By Made Mahardika, founder of Sreative.
Papa's Deli is a deli and organic market on Jl. Labuan Sait in Uluwatu — a counter of sandwiches and a rotisserie at the front, cheese, own-label jars and produce behind it. The doors opened on 01.05.24, and the work started well before that, with a brief that had nothing to do with food: make the neighbourhood know the name before anyone could buy a thing.
So the first campaign had no product in it at all. Posters went up around Uluwatu while the shop was still behind hoardings, the opening date shipped in five colourways at once, and the printed wrapper was carrying the logo before there was ever a queue to hand it to. When the shoot finally landed, the same red was already running through everything.
The first run of work had no product in it. Posters went up around Uluwatu with the shop still behind hoardings — pasted on concrete, clipped to timber, run on a street billboard — and every one of them said the same sentence: coming to your local neighbourhood. Not a menu, not a price. A neighbour introducing itself.
The opening was a single number — 01.05.24 — and it shipped in all five brand colourways at once. Black on beige for paper, white on red for the shutters, red on white for anything printed small. No redraws, no exceptions, nothing improvised at the last minute.
Black on beige
Black on white
Red on white
White on black
White on redThat print is the most repeated thing in the whole account — it sits under 20 of the 30 food frames on this page. Once the paper carries the logo, the photograph never needs a badge dropped into the corner, and the sandwich is still the loudest thing in frame. From there it went onto the tote, the delivery bags, the tissue, the window.
Sandwiches are what people queue for, so they were shot like the hero product: one item, close, in the paper it gets handed over in. A third of them are held in someone's hand against a wall rather than styled on a board, because that is where a toastie is actually eaten.
The grill, the rotisserie, the fryer and the plates — the half of the menu that turns a sandwich shop into somewhere you book a table. Shot on the same boards, the same paper, the same daylight, so the feed never split into two different restaurants.
A market has to say what it stands for out loud, so the produce got photographed flat and captioned.
15 lines across 18 frames — three of them are the same three words, said over melons, avocados and a split dragonfruit, because a line only becomes a brand once you are sick of repeating it.
Once the doors opened the campaign turned into a timetable. Each part of the day got its own sheet — open for breakfast, open for lunch, open for dinner — and the offers underneath them were the reason to come back before eleven rather than after.
Behind the counter it is a shop: own-label jars, a cold room full of cheese, plant-based lines under the Papa's label, shelves of pantry goods and fruit. This is the half people forget a deli has, so it got its own place in the grid instead of being left to the captions.
Growing an account that already has an audience is a different muscle from starting one that has nobody. Papa's opened at nothing in Apr 2024 — no followers, no photographs, not even a shop to photograph — and finished the engagement at 756 with every month higher than the last, before being handed over to the client's own team in November.
Apr '24 106Nov '24 756
From the Kalli Marshall Agency launch and growth report for this engagement.
Content volume tells the launch story better than the follower column does: 13 pieces in the first month with nothing to photograph, then 135 in August once the shop, the counter and the kitchen all existed.
| Month | Followers | Pieces | What happened |
|---|---|---|---|
| Apr '24 | 106 | 13 | Account opened at zero; brand assets built, stock imagery pre-opening. |
| May '24 | 158 | 18 | Pre-launch hype continued; farm-to-store content planned. |
| Jun '24 | 294 | 71 | First in-venue product shoot; merch mockups ahead of the hard launch. |
| Jul '24 | 369 | 83 | Audience polls run — 58% picked sandwiches for lunch. |
| Aug '24 | 450 | 135 | Campaign shot with SGA; ads strategy written for a September start. |
| Sep '24 | 517 | — | Cumulative to date: 20 influencers, 45 pieces, 1.036M reach. |
| Oct '24 | 629 | 22 | Five creators hosted, three hampers sent; first Meta campaign live. |
| Nov '24 | 756 | 12 | Three creators, four hampers; full handover to the in-house team. |
Scroll sideways to see the whole table.
354 pieces across the 7 months where volume is recorded. September's figure is not in the report and is left blank rather than guessed.
Ads were held back until September — five months in — on the argument that paid spend should accelerate something that already works rather than compensate for something that doesn't. Both campaigns were tracked on their own cost-per-result.
First Meta campaign; 172,184 impressions and 135 new followers. CTR 2.44% · Rp 311 per result.
Profile-visit push; 146 new followers, a 31.5% month-on-month gain. CTR 1.57% · Rp 680 per result.
Not one pre-launch poster carries a price or a menu. They all say the same thing — coming to your local neighbourhood — because the first job was belonging somewhere, not selling something.
Every teaser was drawn once and then built black-on-beige, black-on-white, red-on-white, white-on-black and white-on-red. Whatever wall, shutter or screen it landed on, there was a version that already fit.
The printed deli paper sits under 20 of the 30 food frames. The logo is inside the photograph rather than pasted over it, so nothing has to be captioned to read as Papa's.
Raw fruit, bread, garlic, whole fish — shot flat and captioned in the brand's voice. A shop calling itself an organic market has to look like one, not like a café that sells sandwiches.
Two months of feed work, measured in Instagram analytics.
Known before it opened.
Tell us about your business. We start with a short consultation — free.