Case Study: Toastie Smith – 5 Days. 8,000 Toasties. One Viral Campaign.
Toastie Smith
CPM partnered with Toastie Smith at the very start of the 2020 COVID lockdown to launch a bold new food concept. Despite the challenging market, the first location in Chatswood quickly went viral, gaining rapid social media traction and establishing a strong brand presence that later allowed the owners to expand into multiple stores
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After a short hiatus, Toastie Smith returned to CPM, and we launched with their latest campaign: the 5-year $5 Toastie promotion. In just five days, the campaign sold over 8,000 toasties, while their account reach skyrocketed with a +231% increase in views, 106,555 content views, and over 80% of engagement from brand-new audiences.
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OBJECTIVES
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Build immediate awareness for Toastie Smith during lockdown
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Drive organic social media growth and engagement for a new food concept
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Maximise foot traffic and sales through strategic campaigns
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Amplify brand visibility to support multi-store expansion
STRATEGY
​CPM implemented a smart, results-driven social media plan:
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Content Planning: Static posts and Reels designed for maximum organic reach and engagement
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Targeted Advertising: Paid campaigns optimised to attract new audiences while promoting key offers
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Engagement Focus: Interactive and visually compelling content to encourage likes, shares, and saves
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Promotional Launch: Timed $5 Toastie campaign created urgency and excitement
RESULTS
$5 Toastie Campaign – 2 Weeks Performance:
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Overall Views: (37% from ads, 80.4% from non-followers)
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Accounts Reached: up by 231%
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Interactions: 71% from new audiences
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Profile Visits: up by 154% – showing strong intent and curiosity
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The campaign directly drove sales, with over 8,000 $5 toasties sold in just five consecutive days, proving the strategy’s impact on both engagement and revenue.
CPM’s approach helped Toastie Smith:
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Become a viral sensation from its first location
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Achieve rapid multi-store expansion
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Re-engage audiences with a record-breaking promotion
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Drive substantial new revenue while growing brand awareness to new audiences.
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The $5 Toastie campaign demonstrates the power of strategic social media planning. With targeted content, smart advertising, and creative execution, CPM turned a lockdown launch into a viral, revenue-generating success story, and the best is yet to come.
FROM THE TOASTIESMITH OWNERS
“CPM was recommended to us by our close friends from Mr. Chen Noodles, whom they worked with. We were more than ecstatic with the way CPM helped us get our feet off the ground. Having met in the early days before our launch, we were able to utilise their feedback regarding branding, guidelines, and vision for Toastie Smith. Since the launch the campaign has been a huge success and grown the brand quickly and beyond our expectations.
With the help of CPM, our business has grown copious amounts in less than 6 months!
CPM are a great long term marketing partner to have to grow a brand and make an impact”
- Yan & Kelly, Owners of Toastiesmith
Today, Toastiesmith has a growing 16.7k followers on Instagram, has had 60 + influencers come through to their stores, which opened up to audiences of milliions and has appeared in multiple large-scale online publications such as The Urban List, Broadsheet, Good Food, TimeOut, Concrete Playground and more!
Giving back to the community, Toastiesmith was able to use their online platform to promote their fundraiser for the Sydney Children’s Hospital, raising over $3000 which was donated. CPM has worked closely with Toastiesmith to keep their brand thriving in the public eye. We have hosted multiple seasonal campaigns and online giveaways gaining traction of 3.5k comments, while also producing enticing branded video content for the client.
This fast-food sensation continues to grow and flourish alongside the work of CPM. They have recently launched their new kids menu, serving deliciously packed Toasties to be enjoyed by all! This fan favourite has multiple stores now and looking to expand further. It is with confidence that this CPM client will continue to succeed in the Sydney hospitality scene, which much more to come and to offer.
