Longo Brothers Fruit Markets Inc.
At Longo's, I was brought on as a Digital Content Specialist and Social Strategist to build the brand’s social media presence from the ground up. Originally hired on a part-time contract to fulfill the responsibilities of two roles, I quickly became the driving force behind Longo's digital voice and content strategy.
Over the course of 1 year I produced 485 individual pieces of content. Grew the social channels 21.5% and made Longo's Markets one of the fastest growing grocery pages across all social media platforms leveraging my learnings and strategy.
I developed and implemented a full social media strategy aligned with business goals, introducing internal processes and content management systems to streamline production and ensure consistency. All social content—whether photography, video, or copy—was created, shot, and edited by me, often collaborating with team members, distributors, and trusted partners to authentically represent the Longo's brand.
In partnership with Longo's agency of record, I led influencer campaigns, PR moments, and creator-driven initiatives that amplified new product launches and brand milestones. I also authored the brand's social playbooks and content pillars to ensure every post, campaign, and collaboration connected to Longo's larger marketing objectives.
As executive producer on high-fidelity productions, I scripted and storyboarded video shoots, directed voice-over talent, and collaborated with the agency team to deliver polished content that reflected Longo's values and messaging.
Additionally, I oversaw seasonal internships for Humber College students, supporting mentorship and fostering new talent within the digital space.
This role allowed me to merge content creation, strategy, and leadership to elevate Longo’s presence across digital platforms.
Product Videos & Product promotion
At Longo’s, one of my key priorities has been building a content strategy that goes beyond simple product promotion and actively drives same-store sales by showing customers how Longo’s products work together in everyday meals, occasions, and moments of convenience. For me, content isn’t just about capturing attention—it’s about creating tangible value for the customer and measurable results for the business.
From the outset, I recognized that Longo’s offers an extensive product mix that, when positioned strategically, has the power to simplify meal planning and increase basket size. To capitalize on that, I developed and executed a social-first, product content approach focused on curated product pairings, meal inspiration, and recipe-driven storytelling. This wasn’t about pushing individual items—it was about demonstrating how products complement each other in practical, relatable ways, and giving customers a reason to shop more intentionally within the store.
Whether it was highlighting how our seasonal produce paired perfectly with deli favourites for easy lunches, or showing how bakery and prepared foods could elevate a weeknight dinner, my content strategy was rooted in making the shopping experience feel effortless and inspiring. I also paid close attention to seasonal occasions—like holiday entertaining, BBQ season, or back-to-school meal prep—crafting content that showcased how Longo’s product assortment could solve real-life needs while encouraging multiple product purchases in a single visit.
What set this work apart was how hands-on and intentional the process was. I concepted, shot, and edited all content in-house, often leveraging real store environments, trusted partners, and team members to ensure authenticity and brand alignment. By filming within Longo’s locations, I was able to capture not only the products themselves but also the inviting, community-focused atmosphere that makes Longo’s unique.
In addition to video and photo content, I collaborated with Longo’s internal stakeholders to align on business goals, promotional priorities, and product launches. This allowed me to tailor content to support specific sales initiatives, whether it was driving awareness for new prepared food offerings, promoting seasonal grocery favourites, or supporting partner products. Every piece of content laddered back to the core objective: demonstrating product value, simplifying decision-making for customers, and encouraging larger basket sizes.
This content strategy was also built with versatility in mind. The assets were designed to live across Longo’s owned social channels, but also supported in-store screens, paid media, and digital flyers, ensuring consistency and maximizing the reach and impact of every piece of content produced.
Beyond boosting product awareness, this approach directly supported Longo’s business objective of increasing same-store sales. By showing customers how to combine products into easy meal solutions, we created an emotional and functional reason for them to explore beyond their typical grocery list, increasing both transaction size and overall brand loyalty.
Ultimately, this work positioned Longo’s not just as a place to buy ingredients, but as a trusted partner in everyday meal planning, offering ideas, inspiration, and convenience—all while supporting tangible business outcomes through strategic, relatable content.
Team Member Testimonials
One of the most rewarding aspects of leading content and social strategy for Longo’s has been the opportunity to shift the focus from purely product-driven content to authentic, people-first storytelling that reflects the true heart of the business: the team members who bring the Longo’s experience to life every single day.
From the beginning, I recognized that grocery retail is a highly competitive space, and while promotions and product features are essential, what truly differentiates Longo’s is its deep community roots and the genuine care shown by the people behind the counters. To reflect this online, I developed and executed a content approach that elevated staff testimonials, behind-the-scenes stories, and day-in-the-life features, giving our audience a window into the people who make Longo’s special.
This initiative began with intentional relationship building. I visited multiple Longo’s locations, engaging directly with team members from various departments—produce, bakery, floral, prepared foods, meat, and seafood. I listened to their stories, asked about their favorite products, and uncovered their personal connections to the brand. Many of these individuals had been with Longo’s for years, some even decades, and had incredible passion and pride in the work they do—stories that weren’t being told beyond the four walls of the store.
We brought these stories to life through approachable, authentic content designed for social media. Using a simple, unobtrusive production setup, I captured team members in their real work environments, allowing them to speak naturally and share their expertise. Whether it was a produce associate sharing how to select the perfect seasonal fruit, a bakery team member explaining how our artisan breads are made, or a floral designer walking us through bouquet tips, each video and photo told a story that was relatable, educational, and rooted in community.
Importantly, this wasn’t just content for content’s sake. It had a direct impact on brand trust, customer connection, and even same-store sales. By featuring real employees and their product recommendations, we made shopping more approachable and inviting. Customers could see the faces behind the products, understand the quality standards we uphold, and feel more confident and connected when making purchases.
The response from both the internal team and our online audience was overwhelmingly positive. Team members were proud to be featured, often sharing the content with their families and communities, while customers appreciated seeing familiar faces and the genuine human element behind the Longo’s brand. It helped bridge the gap between digital content and the in-store experience, reinforcing Longo’s reputation as a trusted, neighbourly retailer.
This project is a prime example of how content can go beyond promotional messaging to create real emotional connections, foster community, and amplify the voices of the people who make a brand successful. By making Longo’s team members the heroes of our social content, we didn’t just tell stories — we strengthened relationships, built loyalty, and reminded our customers that Longo’s is more than just a grocery store — it’s a part of their community.
Recipe Video's
In today’s crowded grocery market, capturing customer attention isn’t just about showcasing products — it’s about showing them how those products fit into their lives. At Longo’s, I designed and executed a comprehensive recipe video strategy that transformed how we engaged with our audience, inspired meal solutions, and ultimately moved products from store shelves into customers’ homes.
I recognized early on that Longo’s has a unique position in the market: an elevated grocery offering, a deep connection to quality, and a loyal customer base that values real food and real solutions. But the missing link was showing customers how to use Longo’s products together — in ways that felt achievable, exciting, and practical — to solve their everyday meal dilemmas. That insight became the foundation for a content series built entirely around shoppable recipe inspiration.
The objective was twofold:
Inspire our audience with approachable, visually appealing recipe content that drives digital engagement.
Tie each recipe back to Longo’s product assortment, showcasing how ingredients work together and encouraging customers to discover — and purchase — more during each store visit.
I spearheaded this project from ideation to execution. Working closely with Longo’s internal stakeholders, I built a content calendar that aligned recipe videos with business priorities, seasonal product launches, and promotional moments. From weeknight dinner ideas to holiday entertaining inspiration, every recipe was carefully chosen to support product movement and tell a bigger story about Longo’s as a destination for food solutions — not just groceries.
The production approach was intentionally streamlined and authentic. I handled concept development, scripting, shooting, and editing in-house, often using Longo’s own stores, test kitchens, and team members as the backdrop and on-camera talent. By keeping the content rooted in familiar Longo’s environments, I reinforced the brand’s approachable, community-driven personality while ensuring visual consistency.
The recipes themselves were curated to be quick, achievable, and family-friendly, striking a balance between aspirational and accessible. Whether it was a 15-minute pasta dinner using Longo’s private label sauces and fresh produce, a seasonal charcuterie board highlighting deli and bakery items, or a holiday dessert featuring prepared foods and partner products, every video subtly demonstrated how customers could build a complete meal experience — all in one trip to Longo’s.
Beyond visual appeal, I ensured each video was designed for maximum digital impact. The format was optimized for social platforms like Instagram, Facebook, and TikTok, incorporating short-form storytelling, on-screen ingredient lists, and clear product callouts to encourage both engagement and purchase consideration. Where possible, recipe content was also adapted for use in email marketing, in-store screens, and Longo’s website, creating a seamless omnichannel experience.
This approach directly supported Longo’s same-store sales objectives by driving product awareness, encouraging basket expansion, and creating moments of discovery for customers. Instead of simply promoting isolated products, we demonstrated how a curated mix of Longo’s items could work together to simplify shopping and spark mealtime inspiration.
The results spoke for themselves — not only did recipe content consistently generate high engagement rates across social platforms, but it also strengthened the perception of Longo’s as a trusted source for food solutions. Team members embraced the content, customers appreciated the inspiration, and the business benefited from a steady stream of product-focused storytelling designed to drive sales and build brand affinity.
In a highly competitive retail environment, this project reinforced the power of strategic, relatable content to drive real-world results — turning simple recipes into a key lever for both digital engagement and product movement.