How a 20-Year-Old Brand Reinvigorated Growth with Creator Marketing
Cheesetique — Alexandria's beloved wine bar and artisan cheese shop — used local content creators to reach a new generation of diners and reignite sales growth after two decades in business.
in 16 months
on creator content
growth
first 12 months
Cheesetique has been an Alexandria institution since 2004. The Del Ray wine bar and artisan cheese shop built its reputation over two decades through word of mouth, loyal regulars, and consistent press coverage from outlets like Forbes, Washingtonian, WTOP, and Eater.
But by 2024, the restaurant landscape had shifted. The customers who had discovered Cheesetique through magazine write-ups were still coming — but a new generation of diners was discovering restaurants in an entirely different way: through social media content from creators they follow.
Cheesetique's challenge wasn't fixing something broken. It was reaching the audience that didn't know they existed — the 73% of Millennials and Gen Z who choose restaurants based on what they see on social media.
Launched in September 2024 with targeted creator visits
The team began inviting 2–3 local content creators per week for comped dining experiences — brunch, dinner, and retail visits. Each creator received a meal for 2–4 guests (average comp: $100–$150, real food cost roughly 30% of that).
Used signature events to amplify reach
Raclette Fest, Cherry Blossom menu previews, Wine Expos, and Cheese Week became anchor moments for creator visits. The February 2025 Raclette Fest preview alone brought in 8 creators who collectively generated over 300,000 views.
Showcased the full Cheesetique experience
Rather than focusing only on food, visits were designed around what makes Cheesetique unique — the cheese counter, retail shop, wine flights, and the personal touch of a family-run business celebrating its 20th year.
From flat sales to sustained double-digit growth
Full-year 2024 sales ended essentially flat — the creator program didn't launch until September. But the impact showed up immediately in the months that followed.
months prior year
first 3 months of program
with program vs. prior 12
(Oct '24 – Sep '25)
the compounding effect
Posts that put Cheesetique on the map
2,000 shares
2,800 new followers for a 20-year-old brand
Established brands don't typically see social media surges. Cheesetique added 33% to its Instagram following in 16 months — not from paid ads, but from authentic creator content that introduced the brand to a younger audience.
What creator marketing did for Cheesetique
“After 20 years, we thought everyone knew us. Creator marketing showed us how many people in our own neighborhood had never heard of Cheesetique.”
For a restaurant that had built its reputation over two decades, creator marketing wasn't about starting from scratch — it was about extending reach to the audience that discovers restaurants on their phone, not in a magazine.
Total investment: roughly 100 comped meals at an average food cost of $30–$45 each. The return: 1.2 million views, 2,800 new Instagram followers, 18% sales growth in the first 12 months, and a 20-year-old brand that feels fresh again.
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