Island Poké: Serving Fresh Awareness with a Meta Campaign
Client Background
Island Poké is one of London’s fastest growing casual dining brands known for its fresh, healthy poke bowls and vibrant Hawaiian-inspired menu. Recently, the brand has expanded its offer to include hot broths and new vegan options, continuing to innovate within the fast food scene.
The Challenge
As part of its ongoing collaboration with chef and food creator Jesse Jenkins (All Day I Phantasy), Island Poké launched the Pumpkin Crunch Bowl, a 100% vegan, seasonal dish designed to celebrate fresh, locally sourced ingredients.
The brief:
Build awareness for the new bowl launch and collaboration.
Grow the subscriber database through a data capture campaign.
Engage new audiences beyond existing followers on Instagram.
While the Island Poké team initially wanted to focus solely on Instagram, Propeller identified an opportunity to use Meta’s cross platform algorithm to tap into both Instagram and Facebook audiences for greater reach and efficiency.
Our Approach
Propeller designed and delivered a paid Meta campaign that combined creative storytelling with performance led targeting.
Campaign Mechanics
We launched the “Win the Ultimate Al Desko Experience” campaign, inviting users to enter a competition for a free Island Poké feast for their entire workplace. To enter, users submitted their email address via an in-ad form, seamlessly integrating lead generation with brand awareness.
Creative Execution
Using a mix of GIF and static assets, the campaign featured playful, vibrant visuals in Island Poké’s signature tone, highlighting the new Pumpkin Crunch bowl and the joy of shared, healthy food at work.
By letting Meta’s AI optimisation determine platform delivery, Propeller unlocked surprising results from Facebook placements, broadening the brand’s reach beyond its core Instagram audience.
The Results
The campaign achieved impressive engagement and reach. These results significantly boosted Island Poké’s database and strengthened awareness around the Pumpkin Crunch launch, all within a lean campaign budget.