TikTok
Objective
The Smokey Monkies is a BBQ restaurant in Budapest that tested a new offer based on organic reach on TikTok and community engagement:
with a seasonal (happy hour) promotion, it launched a campaign for a 1000 HUF pulled pork sandwich, with the aim to:
increase the weekday afternoon guest traffic (mainly between 11:30 and 14:30),
reach out to meat-loving, price-sensitive, young urban audiences through TikTok,
prove that it’s possible to attract crowds without paid advertising,
test how the target audience reacts to a limited-time, strong value-for-money offer.
Strategy
Strong offer that is virally valuable in itself
The core of the campaign was a price-value ratio that seemed almost “incredible”: a full pulled pork sandwich for 1000 HUF – this is practically unprecedented in today’s hospitality market in Budapest. This alone has content value, making it suitable for sharing and generating conversation. - The aim is not to achieve astronomical profits, but to create an entry offer for those who, if they try it, will often return due to the positive experience, thus greatly increasing the expected return on lifetime value.
Narrow time frame = urgency
The promotion was only available during the happy hour, meaning not all day, but between 11:30 and 14:30. This created urgency, combined with the fact that the promotion was only available for 2 weeks, generating FOMO (fear of missing out) among the audience, which, together with TikTok algorithms, triggered immediate mobilization.
Organic short-form content on TikTok and Instagram
Only two posts were created for the campaign, but these:
were visually strong,
conveyed the atmosphere of street food and BBQ culture (in a raw, real, casual style),
included a clear presentation of the offer and a CTA.
Why did it work?
Brutally strong offer: The price of 1000 HUF alone carried viral potential – people "didn't believe it" and wanted to see it and try it out.
Visual language and raw style: The BBQ food video always hits hard – if the editing is good and the atmosphere is real, it can prompt even those who are not hungry to take immediate action.
Simple message, strong CTA: It wasn't overthought – just a brutal offer, spectacular presentation, and a clear "come before it's gone".
TikTok algorithm + appetite-inducing content: The TikTok and Instagram algorithms particularly favour visual, strongly emotionally impactful food content – especially when it even provokes debate (e.g. "That's a scam. Where can you eat this for 1000 HUF?").
Lessons
No need for advertising: A well-crafted, radically good offer can go viral on its own. The power of creativity and the offer can easily compensate for a media spend of 0 HUF – if we know what we're doing.
Time limit = activation factor: The limited time frame mobilises people, even those who are generally procrastinators decide more quickly.
Simplicity wins: There was no long narrative, no complicated campaign system – just a strong offer, good visuals, and the right platform.
There is potential even in organic reach if the product speaks for itself: The restaurant's online follower base wasn't extremely strong either – nevertheless, the campaign reached half a million people because the content was valuable.
