How We Increased Our Instagram Client's Following by 43% in Q4
In September, we partnered with a food and beverage brand, and not just any food & beverage brand. One with a sweet story surrounding handmade graham crackers.
Here’s how we helped Grammies Crackers increase their following by 43%, generate over 154,000 views, and build a deeply engaged community in just a few months.
About the Client
Grammies Crackers is where nostalgia meets gourmet.
Born in the kitchen of founder Kellee Everts, a real grandma with a passion for baking, these graham crackers are handmade, small-batch, and crafted with simple, wholesome ingredients. Crisp, golden, and flavorful, they redefine what a graham cracker can be.
But beyond the product, the brand stands for something deeper. This wasn’t just about selling crackers. It was about selling connections.
Core Values
Love at the Center – Savoring moments and slowing down
Tradition with Intention – Honoring family recipes while reimagining them for today
Wholesome Craft – Small-batch, thoughtful sourcing, and quality-first production
From day one, we knew this wasn’t going to be a “post pretty pictures of food” strategy. This was going to be about storytelling.
The Goals
When we stepped in, we identified four primary goals through their Instagram and Pinterest package:
Increase brand awareness around gourmet grahams and family traditions
Build community engagement through storytelling
Expand retail and wholesale presence
Establish seasonal marketing and product innovation moments
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 that 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 sleepiest 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.
Why This Worked
This strategy worked because we didn’t treat Grammies Crackers like a product. We treated it like a story. We positioned the graham cracker as:
A centerpiece for traditions
A conversation starter
A gifting opportunity
A modern twist on nostalgia
Instead of “Buy our crackers,” in every caption and post of the quarter, the message became more about the connections.
If you’re in the food space, you are selling an experience, not just ingredients.
No matter the brand, tapping into community, storytelling, and engagement are key!
If you're ready to transform your brand right now, all you need to do is fill out our discovery form and select a calendar time for us to chat.
