Independent earned and social creative agency alt/shift/ has been appointed by Lebanese-Australian restaurant group El Jannah to lead its social media account.
alt/shift/ will manage El Jannah’s organic social channels across TikTok, Instagram, Facebook and YouTube, including content strategy, creation and community management.
The agency will develop always-on content, recurring series and reactive social moments.
Adam Issa, Chief Marketing Officer, El Jannah, said: “Social is the front door to our brand and increasingly the first interaction new customers have with El Jannah.
“As we expand into new markets across NSW, VIC and QLD, we need a partner who understands both the brand’s cultural depth and the pace of social. alt/shift demonstrated that from the outset, and we’re looking forward to the work ahead.”
Expansion strategy
The appointment supports El Jannah’s expansion beyond Western Sydney into Sydney’s North Shore and Eastern Suburbs, regional NSW, and Victoria.
Katie Raleigh, Managing Director, alt/shift/, said: “You don’t manufacture the kind of following and love El Jannah has, you earn it. And that’s exactly why we’re the perfect fit for the brand. El Jannah is already iconic, and our role is to keep it moving at the speed of culture and in the right direction as it continues to expand.
“When we heard we’d won what might just be the most fun account in the country, it was an easy call to take! Now we’re ready to do the work that lives up to that reputation.”
The appointment follows a recent pitch win for alt/shift/ with ASICS’ performance running influencer retainer account, alongside ongoing PR projects.
El Jannah joins alt/shift/’s client roster including ASICS, Boost, Therabody, 99 Bikes, Intrepid Travel and Mondelēz.