Case Study · e-Food
e-Food × Everyday Greek Creators
20-month always-on programme across comedy, gaming, and lifestyle niches
Category
Food Delivery
Market
Greece
Format
Always-on · Multi-creator
Duration
20 months
The Challenge
Build relevance inside a culture that didn't belong to the brand.
Food delivery in Greece is a daily-life category, not an aspirational one. The creator roster reflects that: gaming, comedy, lifestyle, female-skewing lifestyle — the niches people actually order food in. We ran e-Food as a steady 20-month cadence across three creator cohorts, landing merchant co-brands where they fit and letting the programme compound into a recognisable everyday presence.
e-Food is one of the most used apps in Greece, which is both the opportunity and the problem. Everyone already knows it. The job isn't awareness; it's staying daily-relevant inside the content habits of creators' audiences without every piece reading as a promo. We needed cadence over bursts, cohort variety over single-face ambassadorship, and the flexibility to fold in merchant co-brands (Domino's on the platform) without disrupting the through-line.
The Approach
A campaign structured as a trajectory, not a moment.
Phase 01 · Launch Cohort
Feb 2024
Three creators, one week
Javou (2024-02-08), PanosDent (2024-02-10), and Gianuba (2024-02-14) dropped inside a six-day window. Three distinct creator voices — comedy, lifestyle-gaming, fitness-gaming — establishing that e-Food could live natively in male-skewing entertainment content without feeling like a sponsor read.
3 creators · 6-day launch
Phase 02 · Expansion
Jun 2024
Female voices + merchant co-brands
am-konstantina fronts a Domino's × e-Food co-delivery piece on 2024-06-06. PanosDent returns on 2024-06-26. Kassia-NF ships a deliberate two-video burst on 2024-06-27 and 2024-06-29, pushing into female lifestyle audiences and proving the programme could carry merchant partners as part of the story.
Female cohort · Merchant co-brand
Phase 03 · Cadence
Oct 2024 – Jan 2025
Always-on rhythm, not campaign bursts
PanosDent on 2024-10-22, Gianuba on 2025-01-21. Same two creators, months apart, signalling the programme has moved past launch-era burst activity into a repeat-face loyalty rhythm. The brand stops announcing itself and starts showing up like part of the creators' daily life.
Repeat cadence · 2 anchor creators
Phase 04 · Flagship
Sep 2025
20-month peak
PanosDent headline drop on 2025-09-26 — noticeably higher production weight than the rest of the programme. A flagship beat that gives the 20-month run a visible peak without disrupting the always-on cadence around it.
Flagship asset · 20-month peak
The Work
Featured Reels
6 clips
The Talent
Creators on this campaign
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