Brand repositioning and content marketing for Food on Foot

Overview and challenges

Food on Foot is a food tour company in Madeira, founded by Jaqueline Freitas, with an established market presence and a growing profile in the island’s tourism sector. It already had a logo, website, and active social media channels, but its image fell well short of the brand’s ambition and the quality of the experience it offers.

The challenge was broad from the outset: to redesign the visual identity, rebuild the website with SEO-optimised content, and develop a social media content strategy that reflected the richness and authenticity of Food on Foot’s experiences. In essence, content that was commercial, useful, and culturally relevant at the same time.

Solution and results

• Visual identity repositioning: redesign of the logo and creation of a new, consistent visual language, applied to the website and all of the brand’s digital communication channels

• SEO-focused website: development of all website content, with strategic positioning and organic growth as core objectives; optimised copy and an editorial structure designed for search engines and to convert visitors into customers.

• Social media strategy and management: definition of content pillars and visual language for Instagram, LinkedIn, and Facebook, aligned with the brand’s new identity. The result is a richer feed that balances commercial content, useful content for those looking to enjoy a Food on Foot experience, and informative and cultural content about the island’s gastronomy and events.

• Visual content production: creation of images and videos based on a portfolio of high-quality visuals, strengthening the brand’s authenticity and visual appeal across all channels.

In just six months of collaboration, from December 2025 to May 2026, the social media results reflect the impact of the repositioning:

+250% LinkedIn followers

+41% organic views on Instagram

+115% Facebook visits

Growth on LinkedIn is particularly significant because the channel was built from scratch, with no existing follower base. Instagram, which already had an established presence, recorded more gradual growth, but one that was consistent with a strategy focused on content quality and engagement.

Does your brand need an image that matches its ambition? Discover how we approach branding and visual identity, SEO-focused website copywriting and social media management for brands that want to grow with consistency and impact.