A conceptually accessible bistro. Minimalist design, exceptional product. In-house bread, breakfasts, desserts, dinners, and wine — all under one roof.
Location: Limassol, Cyprus
Indusrty: HoReCa / Bistro & Bakery
True to who ASTRY is
Our objectives became clear:
Help articulate and implement a relevant brand positioning.
Establish Astry as one of the most talked-about venues in Limassol.
Drive customer retention, increase traffic during evenings, and boost revenue.
Establish Astry as one of the most talked-about venues in Limassol.
Drive customer retention, increase traffic during evenings, and boost revenue.
Initial Challenges:
The team was still in the early stages of shaping their brand communication.
The venue was operating under the name "Astry Bakery", even though it offered a full kitchen, wine selection, and a multifunctional three-floor space.
As a result, the audience primarily associated it with baked goods.
Social media content leaned heavily into aesthetic photography, with little video or dynamic storytelling.
There was no paid promotion, no audience segmentation, and no clear messaging strategy.
The venue was operating under the name "Astry Bakery", even though it offered a full kitchen, wine selection, and a multifunctional three-floor space.
As a result, the audience primarily associated it with baked goods.
Social media content leaned heavily into aesthetic photography, with little video or dynamic storytelling.
There was no paid promotion, no audience segmentation, and no clear messaging strategy.
Client Request:
In July 2024, Astry approached us for support with social media marketing and brand communication. The core challenge: while people were actively buying bread, desserts, and coffee, they weren’t staying for food or wine. Evenings remained quiet. There had been an in-house attempt to manage social media, but no consistent communication strategy or defined brand positioning was in place yet.
What we did:
Astry is the kind of place where you can enjoy breakfast, lunch, coffee, a sweet treat, dinner or even a night out.
This new direction helped increase traffic during the daytime — especially for breakfast and lunch. But the perception of Astry as “just a bakery” still lingered.
Rebranded from "Astry Bakery" to Astry Bistro.
Identified unique selling points and mapped out key audience segments.
Built a new content strategy focused on short-form video and carousels introduced a core narrative (subtly woven into content):
Identified unique selling points and mapped out key audience segments.
Built a new content strategy focused on short-form video and carousels introduced a core narrative (subtly woven into content):
To actively reframe audience perception, we launched a rooftop jazz night.
Transformed the rooftop with signature red lighting, which later became a recognizable visual symbol of Astry.
Ran a targeted advertising campaign that reached over 150,000 people.
Hosted the first jazz standing event, with over 300 guests in one evening.
Generated a surge of UGC (user-generated content) and organic reach.
Audience reaction was immediate:
Transformed the rooftop with signature red lighting, which later became a recognizable visual symbol of Astry.
Ran a targeted advertising campaign that reached over 150,000 people.
Hosted the first jazz standing event, with over 300 guests in one evening.
Generated a surge of UGC (user-generated content) and organic reach.
Audience reaction was immediate:
We adjusted — and scaled.
Will there be seated dinners on the rooftop too?
Breaking the "Bakery Only" stereotype:
Special kitchen events
to reinforce Bistro identity:
to reinforce Bistro identity:
To strengthen the new positioning and highlight the kitchen’s full potential, we launched a series of culinary specials that brought excitement and variety to the menu:
“Lisichki Weekend” – seasonal chanterelle mushroom dishes.
“Wow! Kroshka” – a playful summer version of traditional okroshka.
Mahi-Mahi Weekend – featuring fresh grilled mahi-mahi.
Octopus Days – Mediterranean-style grilled octopus.
Homemade Pasta Launch – a new affordable lunch option, quickly gaining popularity.
These specials showcased the depth of the kitchen and reinforced Astry as a fully-fledged bistro, not just a bakery.
“Lisichki Weekend” – seasonal chanterelle mushroom dishes.
“Wow! Kroshka” – a playful summer version of traditional okroshka.
Mahi-Mahi Weekend – featuring fresh grilled mahi-mahi.
Octopus Days – Mediterranean-style grilled octopus.
Homemade Pasta Launch – a new affordable lunch option, quickly gaining popularity.
These specials showcased the depth of the kitchen and reinforced Astry as a fully-fledged bistro, not just a bakery.
We introduced regular rooftop dinners every Friday and Saturday — some jazz-focused, others with DJs, always seated with curated menus and wine.
The space evolved into more than a place to grab bread or coffee. It became a destination for social evenings, food culture, and shared experience.
The space evolved into more than a place to grab bread or coffee. It became a destination for social evenings, food culture, and shared experience.
Cultural positioning
from Bakery to Bistro:
from Bakery to Bistro:
(in 4 months)
RESULTS
2× total revenue growth
+20% above KPI targets
Achieved results 2 months ahead of schedule
Pre-campaign organic growth was \~10%/mo → significantly exceeded Repositioned Astry from “place to buy bread” to “place to be”
+20% above KPI targets
Achieved results 2 months ahead of schedule
Pre-campaign organic growth was \~10%/mo → significantly exceeded Repositioned Astry from “place to buy bread” to “place to be”
Instagram Performance
(July–September 2024)
(July–September 2024)
These metrics reflect the success of strategic positioning, clear creative direction, and a content system that truly resonated with the local audience.
organic UGC stories generated during the first rooftop event
40+
+1.171
new followers in 30 days
(from 1,936 to 3,107 by August 3)
+425%
growth in engagement
(1,157 engaged accounts)
total followers
(September 8)
3.608
(98.4K accounts reached from July 5 to August 3)
increase in reach
+70.6%
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