La Feuille Verte
A beloved Plateau cafe with seasonal menus and a loyal local following was missing its share of voice in Montreal's mindful dining scene. We led a full brand refresh and an integrated 8-month campaign across social, influencer, paid, and community. The result: 215% Instagram community growth, a 4.8% engagement rate (nearly 2x F&B industry average), and 15 influencer partnerships.
THE CHALLENGE
La Feuille Verte built its reputation on seasonal menus, organic ingredients, and the kind of warm, mindful atmosphere that turned the Plateau into its second living room. Regulars knew it. The 4-star reviews were already there. The food spoke for itself in person.
But online, the brand wasn't holding its own. The visual identity didn't match the in-cafe experience. Instagram was sporadic. There was no real community management, no influencer presence, no paid distribution behind the great work happening in the kitchen. In a city where the next mindful cafe is a six-minute walk away, that's a real problem.
They didn't need a louder version of what they were doing. They needed a brand refresh that matched the food, a content engine that ran on autopilot, and a network of voices, theirs and others, telling the Feuille Verte story across every channel that mattered.
THE NUMBERS, AFTER 8 MONTHS
- +215% Instagram community growth
- 3.2x blended paid ROAS (Google + Meta Ads)
- 1.3M paid social reach
- 15 influencer partnerships activated
From neighborhood favorite to Plateau's most-talked-about cafe.
Brand presence transformed: the brand refresh aligned the visual language with the seasonal, mindful-dining ethos, giving the brand the voice and look it had always deserved.
Community grew with depth, not just numbers: a 215% follower lift is one thing. The 4.8% average engagement rate, nearly 2x the F&B benchmark, is the proof the community actually cares. Saves and shares lifted alongside follower count.
Influencer partnerships did the heavy lifting on discovery: 15 local creators across food, wellness, and lifestyle posted authentic content over the 8 months. Influencer reach alone hit 310k impressions. Saw it on Instagram became the most-cited reason new customers gave for their first visit.
Paid + organic compounded: Google Ads captured intent at the point of search. Meta Ads layered awareness on top of organic momentum. Blended paid ROAS held at 3.2x, with paid social acting as a flywheel for organic reach.
THE TIMELINE, month by month
- Month 1-2: discovery and rebrand. Stakeholder workshops, audience research, competitive audit across Plateau cafes. New visual identity, brand voice, and content pillar framework delivered.
- Month 3-4: foundation launch. New brand rolled out across Instagram, Facebook, signage, and digital assets. Initial content batch shot. Community management cadence established. Google Ads launched.
- Month 5-6: influencer engine activated. First creator partnerships live. UGC pipeline running. Meta Ads scaled with awareness creative and retargeting. First saw it on Instagram reservations tracked.
- Month 7-8: compounding. Influencer roster expanded to 15. 215% community growth. 4.8% engagement rate locked in. La Feuille Verte established as the Plateau's mindful cafe authority.
"We've always focused on nourishing our community. Popnest Media helped us extend that mission online. We're finally being found by the people who care about what we serve."