Content strategy
Crumb & Co.
Artisan bakery & café
“The bakery you watch make your bread”
Crumb & Co. should own the feeling of a real, human kitchen. The content turns a small bakery into a place people feel part of, by showing the craft, the people, and the daily rhythm most chains hide. Awareness comes from craft people love to watch; loyalty comes from feeling like a regular before they have walked in.
Who this is for
Local food lovers and nearby workers who care where their food comes from and enjoy supporting independent makers.
Weekend food lovers
Locals who plan their Saturday around a good coffee and a fresh loaf.
- To see what is fresh this week
- A reason to choose you over a chain
- Behind-the-scenes craft
Nearby office workers
People who want a quick, better lunch within walking distance on weekdays.
- Daily specials
- Quick pickup options
- Something worth the short walk
Brand voice
Warm, hands-on, and quietly proud. It sounds like the baker talking, not a marketing team.
Do
- Talk like a person
- Show the work, flour and all
- Name the people behind the counter
Don’t
- Overuse hype words
- Stage everything perfectly
- Sound corporate
Content pillars
The themes everything you post should ladder up to. Aim to keep your content balanced across these.
Behind the bake
The daily craft: shaping, scoring, the oven spring. This is the watchable content that pulls in new people and builds trust in the quality.
Example ideas
- 4am: shaping the morning loaves
- Why we let the dough rest 24 hours
- Oven spring in slow motion
Fresh today
What is on the shelf right now and seasonal specials. Drives same-day visits and gives regulars a reason to check in.
Example ideas
- Today’s bake board
- This week’s seasonal pastry
- Last loaves of the day
The people of Crumb
The bakers, the regulars, the neighbourhood. Builds the feeling of community that turns a customer into a local.
Example ideas
- Meet the 5am crew
- A regular’s usual order
- How we started in one kitchen
Make it at home
Simple tips and pairings that give value even to people who cannot visit, extending reach beyond the local area.
Example ideas
- How to store sourdough so it lasts
- 3 things to put on day-old bread
- The toast everyone orders
Content mix
A simple split to keep your feed valuable, not salesy. Think of it as your 70 / 20 / 10 rule.
Show the craft
70%Watchable, value-first content that earns reach.
Connect
20%People, replies, and community moments.
Promote
10%Direct calls to visit or order.
Channel plan
Where to show up and how often. Start with your primary channel before adding the rest.
Reels carry reach; Stories carry the daily “fresh today” rhythm regulars check.
TikTok
secondary 3-4 Reels / week (repurposed)Repurpose the best “behind the bake” clips here to reach beyond the local feed.
Useful for an older local audience and for posting opening hours and specials.
What’s winning in your niche
In artisan food, the accounts that win lead with process and people, not polished product shots. Watchable craft and a clear daily rhythm beat heavily edited photography.
Process-led Reels (shaping, scoring, the bake)
The craft is genuinely satisfying to watch and signals quality without a sales pitch.
For you: Film one 20-second clip during your morning bake every day; you already do the work.
Daily “what’s fresh” Stories
Creates a habit loop so locals check before they visit.
For you: Post the bake board each morning as a quick Story with a simple “open till sold out”.
Naming the makers
People follow people; a face turns a shop into a relationship.
For you: Introduce one team member a week and tag them in the post.
What to measure
Saves per Reel
Saves signal genuine intent to visit, the best proxy for awareness that converts.
Target: Beat your last-30-day average within 6 weeks.
Story replies / week
Replies show the community pillar is working, not just being seen.
Target: 10+ replies a week.
Profile taps to directions/website
The clearest signal content is driving real foot traffic.
Target: Track weekly; aim for steady week-on-week growth.