Inudstry: Casual Resturanting
My Role: Social Media Management/Photographer
-Get: Hungry people
-Who: don’t know how good Ben’s half smokes and banana pudding is
-To: stop by one of the many locations in D.C (or recently Giant grocery)
-By: Creating social posts showcasing new menu items, brand partnerships, and sharing anecdotes from the current owner, Virginia Ali.
The plan:
Go to Ben’s events and the various locations throughout D.C film the food, and post appealing “thirst trap” style videos to showcase the decadent appeal of the half-smoke, chili and banana pudding to a wide audience.
Additionally, coordinate with the marketing manager Vida, to showcase key staff at Ben’s as well as local D.C partnerships with radio personalities to spread the word of new product releases. These initiatives include the “Ben’s burger” and the launch of Ben’s products in Giant Food Marts, where you can now buy pre-packaged half-smokes and samples of Ben’s classic chilli mixtures.
Brief:
An iconic oppurtunity
Ben’s Chili Bowl is one of the most Iconic restaurant chains native to D.C, although this was only a six-month project, it was an honor to work with them for myself and the Big Bite team.
One of the best places in the world to grab a half-smoke (Essentially half-pork, half-beef hot dog topped with beef chili) and a world-class banana pudding, with a recipe supposedly concocted by Virigina Ali herself.
Ask any resident of the DMV metro area what they get at Ben’s and they’ll likely have a top three list for you ready for you.
Content Focus:
Create visually appealing and mouth-watering posts that showcase Ben’s most famous menu items, including their half-smokes, banana pudding, and new pre-packaged items available at Giant grocery stores. Use a mix of "thirst trap" food videos, behind-the-scenes moments, and stories that share Ben’s legacy.
Tone: Friendly, nostalgic, and community-driven, with a focus on D.C.’s food culture and Ben’s longstanding history.
-Key Content Types:
Food Focused:
Close-up videos and photos of signature dishes (half-smokes, banana pudding, Ben’s burger).
“Thirst trap” style videos that zoom in on textures, flavors, and the cooking process.
Owner’s Story:
Share short anecdotes from Virginia Ali, highlighting her experiences and the journey of Ben’s.
Quotes and short video clips from Virginia Ali sharing the history and importance of Ben’s to the D.C. community.
Staff & Partnerships:
Spotlights on Ben’s staff, their passion for food, and their connection to D.C.
Collaborations with local radio personalities to promote new products (pre-packaged half-smokes and chili).
Hashtags:
#BensChiliBowl #HalfSmokes #DCFoodie #BensAtGiant #TasteOfDC #BensBurger #D.CNative
-Call-to-Action (CTA):
Encourage viewers to visit Ben’s locations or stop by their local Giant to try the new pre-packaged offerings. Include CTAs like:
“Visit us at Giant and bring Ben’s home with you!”
“Get a taste of D.C. today at one of Ben’s locations or your nearest Giant Food Mart!”
-Collaborations:
Coordinate with Vida and local radio personalities to help amplify product launches and events, using their reach to attract more local foodies and Ben’s fans.
-Engagement Strategy:
Respond to comments from local D.C. residents who share their love for Ben’s.
Repost user-generated content from fans trying Ben’s at pop-ups or Giant locations.