Boa Safra

Twelve pieces a month, shot behind the counter on Tuesday mornings. In six months the shop went from 400 to 4,000 followers and started taking orders by message.

The challenge

A grocer with excellent produce and an Instagram account holding four blurry posts from the past two years. The owner knew he should be posting; he just didn't know what, or when.

The approach

One morning a month in the shop photographing whatever came in fresh, plus a calendar signed off up front so he knows what goes out and when. No stock imagery: what draws people is that it is unmistakably that shop.

The outcome

Ten times the followers in six months and, more to the point, orders arriving by direct message every week.