A new menu, a new collection, a new season of treatments: a launch is one date, but the content has to carry four weeks. One post on launch day is gone from feeds within hours. A plan that starts before the date and keeps going after it is what brings people in.
This guide covers one shoot before the launch, the shot list for every channel, and a four-week schedule.
Shoot before the launch, not on the day
Book the shoot one to two weeks before the launch date. You need time to edit, write captions and schedule. On launch day the material should already be waiting.
Ask the kitchen or the workshop for final versions of the items, not prototypes. A dish that changes after the shoot means a reshoot.
The shot list: hero shots and everything around them
Hero shots are the few images that carry the launch: on a clean background, with controlled light, the same look for every item. They go on the website, the menu, the ads and the poster.
Around them, shoot the material that makes the launch feel alive:
- each item alone, on the same background (the hero set);
- the whole range together, one group shot;
- close details: texture, sauce, stitching, packaging;
- hands preparing or wrapping;
- the team with the new items;
- a few short clips of 3–5 seconds for reels and stories;
- vertical versions of the best frames for stories and ads.
For hero shots, a plain background and studio light are the fastest way to a set that matches. The rest can be shot on site, in the kitchen or the shop.
Four weeks of content
| Week | Goal | What to post |
|---|---|---|
| Week −1 | Curiosity | Teaser: a detail, a hand, «coming on…», no full reveal |
| Week 1 | The reveal | Hero shots, the full range, a reel, website and Google profile updated the same day |
| Week 2 | Stories | The team, how it is made, one favourite item, first customer reactions (with consent) |
| Week 3 | Proof | Reposts from customers, a second reel, a reminder in stories |
| Week 4 | Last call | The best seller, a limited-time reminder if the offer is seasonal |
Put the dates into your marketing calendar so the launch does not collide with a holiday weekend.
Do not forget the boring places
On launch day, update everything a customer might check:
- the menu or catalogue on your website;
- the Google Business Profile: new photos, an update post and the menu link; see our guide to the Google Business Profile in Luxembourg;
- delivery platforms and booking pages, if you use them;
- the printed menu or price list in the shop.
A customer who sees the launch on Instagram and then finds the old menu on Google is a customer you lost.
Ads, if you use them
Use one hero shot and one reel as ads in week 1 and week 2, aimed at people near you. Keep the budget small and watch enquiries, not likes. See how to measure ads by enquiries.
Where to shoot the hero set
For the hero shots, a clean background and controlled light matter more than the location. Book the Lux Photo Pro studio for your launch shoot: white and coloured paper, studio lights and a make-up corner, in Luxembourg city.
If you want the whole launch planned, shot, edited and published, that is what content and shoots with COEVO does. The monthly steps start with LITE at €1,300 excl. VAT; see the prices page.