The client
Dapoer Manyar is an Indonesian kitchen in Surabaya — dine-in, but most of the business arrives as an order. Tumpeng for a slametan, nasi kotak for an office lunch, prasmanan for a wedding, hampers for Lebaran, Natal and Imlek. It is a catalogue that changes with the calendar, and one that customers browse before they call.
That browsing happens on Instagram. For a kitchen this size the account is not a marketing channel sitting alongside the business — it is the shopfront, the menu and the price list, and it is where an order either starts or doesn't.
What we did
Three pieces of work, and the order they came in matters. First the photography. Food is one of the few categories where the product genuinely sells itself, provided somebody shoots it properly — so we photographed the range as it actually leaves the kitchen: tumpeng built for a slametan, nasi kotak stacked for an office order, hampers dressed for the season.
Then the paid campaigns. Catering demand does not arrive evenly; it spikes hard around Lebaran, Natal and Imlek, and those are the weeks where spend has to find the people ordering for forty rather than everyone in Surabaya. We ran the ads around those peaks, with the photography carrying the creative.
Then we handed it over, which was always the point. The account is organised the way the business is: story highlights split the catalogue into the things people order by name — Rice Box, Best Seller, Selat Solo, and a highlight per hampers season — so a first-time visitor finds their occasion without scrolling a year of posts. That structure, with a shooting and captioning pattern to match, is a system the kitchen runs on its own. They post it themselves. Nobody has to wait on us between a new dish and it being online.