GRAMMIES CRACKERS
SOCIAL MEDIA MANAGEMENT: STRATEGY, SOCIAL MEDIA & UGC
For heritage-driven brands like Grammies Crackers, growth does not come from posting pretty food photos alone. It comes from emotional resonance, community cultivation, and intentional storytelling that transforms a product into a tradition.
When Grammies Crackers, a gourmet graham cracker brand rooted in family recipes and generational nostalgia, partnered with us, they did not need more content. They needed cohesion. They needed a strategy that would honor the warmth of their origin story while positioning their product as a modern staple for gatherings, gifting, and everyday rituals. What followed was not simply a few strong months on social. It was the foundation of a community-first ecosystem designed to turn nostalgia into engagement and engagement into brand loyalty.
As their strategic social partner, we stepped in to provide platform direction, campaign development, and long-term brand alignment across Instagram and Pinterest.
We began with a comprehensive audit of their messaging, visual identity, audience behavior, and seasonal positioning to uncover opportunities for deeper emotional connection and stronger brand differentiation. From there, we developed a cohesive platform strategy centered on storytelling, ensuring that every post reinforced the brand’s core values of love, tradition, and wholesome craft.
A 43% Increase in Instagram Following for a CPG Food Brand
The Strategy
Content Pillars
We built the content around four pillars:
Founder & Family Story – Highlighting Kellee, her kitchen, and generational memories
Product & Flavor Features – Showcasing what makes these grahams gourmet
Recipes & Pairings – S’mores boards, holiday desserts, coffee pairings
Community Moments – Featuring customers, traditions, and gatherings
We wanted to center their content around the idea of crackers feel like part of people’s routines, not just a pantry staple.
A Community-First Engagement Strategy
Grammies’ audience isn’t just scrolling for snacks. They’re millennials hosting Friendsgiving. Gen X parents recreating childhood traditions. Boomers passing recipes down. They value intentional living, meaningful moments, and thoughtful recommendations.
So we didn’t just post. We focused on building those types of connections. We created an engagement strategy centered around:
Target engagement with food, gifting, and family lifestyle communities
Intentional, on-brand commenting that sparked conversation
Timely replies to every comment and DM
Warm, relationship-driven direct messages
Interactive Stories (polls, recipe prompts, tradition-sharing questions)
A Close Friends list for behind-the-scenes baking moments
Seasonal Campaign: 12 Days of S’mores
Instead of generic holiday posts during the sleepest time of the year on socials, we developed a creative holiday series called 12 Days of S'mores. Each day we featured a new s'mores pairing, collaborating with other brands in the food & beverage space.
This gave followers something to anticipate daily, and dramatically increased shares and saves, too. Plus, it was a great way to connect with other brands in the industry and create a relationship with their audience, increasing impressions.
The Results (In Just a Few Months)
From September to December this account saw:
+563 followers
43% audience growth
154,316 views
447 comments
159 shares
9.06% engagement rate
For a niche food brand, a 9% engagement rate signals something important: people were connecting with the brand.
43%
audience growth
9.06%
engagement rate
154,316
views
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