S’frigola UK,
Leadenhall Market

The Focus

Born on the sun-soaked streets of Sicily, S’Frigola is known for its award-winning artisan arancina; golden, crisp rice balls filled with rich ragù, fresh mozzarella and vibrant local ingredients. Leadenhall Market became home to the brand’s first ever UK stall, tucking a genuine taste of Palermo inside one of London’s most beautiful Victorian markets.

The product was outstanding. The challenge was that almost nobody knew it was there. Thousands of office workers, tourists and City wanderers pass through Leadenhall every day, a huge footfall opportunity, but only if people knew S’Frigola existed and understood what an arancina actually is.

S’Frigola came to us with no social presence at all. No Instagram, no TikTok, no community. Our brief was to build both channels from scratch, put the brand on the map, and turn online attention into real feet at the stall.

Specifically our objective was to:

1. Launch two channels from zero
2. Drive footfall to the Leadenhall stall
3. Raise awareness for the Sicilian arancina
4. Build a culture-led community

The Strategy

Over six months we built S’Frigola’s voice from the ground up. Not just posting food, but giving the brand a personality worth following and a reason to visit.

A 360° Content Mix

We designed a marketing mix that showed every side of the brand, so the audience got the full picture: product, place, people and heritage.

• Skits & trending reels that rode platform momentum and put S’Frigola in front of new audiences daily.
• Cultural storytelling on Sicily — its streets, traditions and the real story behind the arancina, giving the food context and meaning.
• Hero food content putting the arancina and cannoli centre-stage, shot to make you hungry.
• Location-led pieces filmed at the stall, tying the online world straight back to Leadenhall Market and the walk-up experience.

Every piece was engineered to reach beyond existing followers. We leaned into trends, native language and shareable formats so the algorithm pushed content out to brand-new City audiences — the exact people who could walk five minutes and buy an arancina at lunch.

THE TURNING POINT

A Native Voice People Wanted to Follow

The single biggest unlock was people, not posts. We brought in a native Italian-speaking social presenter, an on-camera creator who could carry S’Frigola’s authenticity in their own language and personality. Instead of polished-but-anonymous food clips, the audience got a real Sicilian character to follow: someone who could banter with customers, explain the culture behind the food, and make a corner of Leadenhall feel like Palermo. This is where the community caught fire — engagement climbed, comments turned into conversations, and the brand gained a face people wanted to come back for.