Client Overview
The Saint John Ale House (SJAH), a culinary staple in Saint John, New Brunswick, has served the community for two decades. Known for its dedication to quality ingredients, excellent service, and award-winning chef Jesse Vergen, SJAH is celebrating its 20th anniversary in 2024. To sustain its momentum and engage a broader audience, Milberry Marketing was brought on board two years ago to support the restaurant’s front-of-house operations and enhance its digital presence.
What Saint John Ale House Wanted:
Strengthen its social media presence and engagement.
Highlight Chef Jesse Vergen and his culinary team’s expertise.
Generate media attention and secure press coverage.
Plan and manage events, including milestone celebrations.
Streamline operations by alleviating the workload on staff, giving them more time to focus on customer experience.
What We Did:
Social Media Management
Weekly photography sessions capturing seasonal menus and behind-the-scenes action, along with daily posts to highlight fresh offerings, chef profiles, and promotions.
Brand Elevation
Focused on boosting the professional profile of the chefs, with a particular emphasis on Chef Jesse Vergen and his culinary team. The strategy positioned them as leaders in the local food scene.
Event Management
Orchestrated vital campaigns and events, such as SJAH’s 20th-anniversary celebration, curating content and driving event attendance.
Media Relations
Secured coverage in national publications, elevating the restaurant’s reputation and reach across Canada.
Strategic Planning
Milberry took a hands-on approach to planning and executing campaigns, ensuring SJAH’s brand was always front and center.
Graphic Design & Content Creation
Created visually compelling graphics and content to complement their social media and event marketing.
Samples of Work
Key Results
Growth in Social Media Following
Within the first year, SJAH’s social profiles substantially increased, driving more foot traffic to the restaurant.
Enhanced Media Coverage
SJAH was featured in several national publications, boosting its reputation as a premier dining destination in Canada.
Successful Anniversary Campaign
The viral 20th-anniversary campaign brought new and returning patrons to celebrate this significant milestone.
Elevated Chef Profiles
The SJAH kitchen team, including their Red Seal chefs, saw increased recognition within the community and beyond.
Operational Efficiency
By managing social media and event planning, Milberry Marketing helped SJAH’s staff focus on their passion—creating memorable culinary experiences for their guests.
Continued Partnership
Milberry Marketing and the Saint John Ale House’s collaboration remains robust. Milberry continues to work closely with Jesse Vergen and his team, delivering strategic content, photography, and marketing that drives success. Their collective vision is to create unforgettable dining experiences, keep customers engaged, and support SJAH as it evolves in its next chapter.
Together, they ensure that the Saint John Ale House stays true to its mission while looking to the future, where service, local sourcing, and culinary excellence are essential.
