About the brand
Mad Egg is an Irish fried chicken restaurant brand with locations across Dublin. Known for their quality product and loyal following, they came to JM Digital needing a structured influencer programme that could drive consistent awareness, footfall, and content generation across their Dublin sites on an ongoing basis.
The challenge
Restaurant influencer marketing in Dublin is a crowded space. Standing out requires genuine creator fit, consistent programme management, and a strategy built around quality of reach rather than quantity of posts. Mad Egg needed a programme that could scale across multiple locations, run continuously, and deliver commercially meaningful results without relying on paid media spend.
What we did
JM Digital built and managed the Mad Egg influencer programme end to end, covering creator sourcing, outreach, briefing, visit coordination, and performance tracking across Dublin. Outreach was conducted at scale across hundreds of creators on Instagram and TikTok, with every creator selected for genuine audience fit and local relevance to the Dublin market.
The programme was structured to run continuously across multiple restaurant locations, with a steady pipeline of creator visits managed week by week. Every piece of content was tracked through our campaign dashboard, with views, engagements, shares, and CPM monitored across the full roster to ensure performance standards were maintained throughout.
The Mad Egg campaign was run entirely on a gifted model with no paid media spend, making the commercial efficiency of the results particularly significant.
The results
The programme generated over three million total views across Instagram and TikTok, with double-digit thousands of engagements and thousands of shares driving organic reach well beyond the original posts. CPM was delivered significantly below industry benchmarks, demonstrating what a structured, data-led gifted influencer programme can achieve without any paid amplification. The Mad Egg founder has since introduced JM Digital to several other Irish-based businesses as a recommended strategic partner, with active pitches currently underway.
Ready to grow your brand?
JM Digital works with hospitality and DTC brands across the UK and Ireland on influencer marketing, gifted campaigns, and restaurant influencer programmes. Get in touch to talk through your goals.
