Frozen pizza used to be the back up plan. Now, it IS the plan.
The challenge
Table 87 is a Brooklyn Italian restaurant known as the Home of the Coal Oven Slice. It’s been featured on Shark Tank and ships its frozen coal oven slices nationwide, yet its social channels weren’t telling that story.
The Idea
Make Brooklyn accessible to all by shipping our slices nationwide and showcasing the authentic experience on social media.
My role
I built Table 87’s social strategy around the frozen coal oven slice and it’s three restaurants, then brought it to life by planning, shooting, writing and editing all the content myself.
The content runs on three content pillars:
Product Storytelling: sensory content made to spark cravings
Community: the staff, the regulars and the neighborhood
Education: the “why” behind the brand
Caption:
“Dreams do come true.
From Brooklyn ➡️ Shark Tank ➡️ your freezer aisle
🍕Now shipping nationwide.”
Caption:
“We live on a floating rock.
Get that frozen pizza. Available in the freezer aisles.”
Caption:
“Introducing the Fall Menu, the official menu of all cozy flavors.”
Caption:
“Sharing is a love language. Send this to someone you’d try our fall cocktails with 😉🍂”
Caption:
“and the taste, even more satisfying! with its garlic lemon flavor, the zuppa di mussels & clams is one of those MUST try appetizers on our fall menu 🦪”
Caption:
“Literally nothing is cozier than a $10 martini on a monday afternoon”
Caption:
“Take a bite of Brooklyn. Now shipping nationwide.”
Caption:
“be who you are and be proud of it, nutella pizza lover🖤 ”
Caption:
“It’s Boss’s day. So we’re highlighting the BOSS of coal-fired pizzas, Tommy Cucco 🍕 Tommy always knew great pizza is meant to be shared, because no matter where you are, you deserve to eat well. From our coal ovens in Brooklyn to freezers across the country, everyone gets a seat at the table 🤝”
Caption:
“when we say you’ll be left speechless, this is what we mean.
try our seasonal pie, the burrata pepperoni with hot honey, and let us know what you think!!!🍯 🍕”
Caption:
“when you haven’t had coal fired pizza in a while, you start seeing things… 😵💫🍕”
Caption:
“Yep, we hit a PR this weekend🏃 a PIZZA record!!
Thank you @nycpizzarun for having us at the 16th Annual Pizza Run, the best (and cheesiest😉) 5K in the world! Congrats to every runner who inhaled our slices at each checkpoint and still crossed the finish line. Ya’ll are next level 💪”
Caption:
“It’s a scary world out there! 🫠 fuggedaboutit”
Caption:
“weddings, birthdays, corporate holiday parties, finally finding parking in brooklyn—no matter the occasion, this entire place could be yours for the night.
part restaurant, part bar, entirely yours for the night
Email or DM us to book the night your friends won’t stop talking about.”
Copywriter, Creative Lead, Social Media Strategist, Content Creator, Editor: Rebecca Edelstein
Client: Table 87
Engagement: Freelance