Master Martini

The brand

Since 1982, Master Martini has been the partner of pastry chefs and bakers. The company offers high-quality raw materials, semi-finished and finished products, selected and manufactured to lift professional kitchen production.

The challenge

We were asked to manage the Master Martini Asia social media accounts across Malaysia, Hong Kong, Singapore, Indonesia, and Thailand. The goal was to boost brand recognition among a very specific audience: working bakers and chefs. These are busy professionals who do not browse feeds casually. They follow accounts that help them work better.

Our approach

We launched a coordinated strategy on Instagram and Facebook to connect with chefs by showing them exactly how to use Master Martini’s products in their kitchens. We started with recipes that looked good and were easy to follow, using plenty of photography and step-by-step video. We ran live sessions where well-known chefs demonstrated the products in real dishes and answered viewer questions in the moment, which made the brand feel present and approachable.

We added contests that invited chefs to share dishes made with Master Martini, tagged with a dedicated hashtag, with prizes on offer. That produced a steady stream of user content and word-of-mouth. We also ran online classes and workshops on current techniques and trends, so chefs left each session with something practical they could apply the next morning.

Results

Once the plan was running, more chefs learned about Master Martini, which raised brand awareness and brought a steady flow of new followers. The visibility translated into better commercial traction, with more enquiries and orders coming through distribution. The content also helped the brand reach new markets in the region, putting the products in front of professionals in areas they had not previously reached.