Tunnel Media House partnered with American Express to promote the expansion of its “Backing International Small Restaurants” program, spotlighting the brand’s commitment to supporting local dining and community growth globally. The campaign marked the inclusion of four new cities—Manchester, Melbourne, Montreal, and Osaka—joining London, Mexico City, Sydney, Tokyo, and Toronto, with grant funding nearly doubling to $955,000 in 2024.

Production and Content Creation

We captured the essence of independent restaurants in each city, creating authentic visuals and stories that celebrated local culture and the impact of American Express’s support. Restaurant owners shared their journeys, highlighting how the program has empowered their businesses and deepened their community connections.

Social Media Strategy

The social media campaign, crafted for LinkedIn and Instagram, featured short-form videos and testimonials from restaurateurs. Each post underscored the impact of increased funding and encouraged audience engagement with prompts to celebrate favorite local spots. The program’s expansion was framed not just as a support initiative, but as a celebration of small businesses shaping local culture.

Overall Results and Impact

The campaign generated high engagement, positioning American Express as a key supporter of the culinary industry worldwide. By driving awareness of the $955,000 in total funding available for 2024, the program reinforced brand loyalty and showcased American Express as a champion for small businesses and community vitality.