Submitted by 22 IMPACT

Chotto Matte Manchester Opening

22 IMPACT cast and managed model Tolu Madariola for Chotto Matte's Manchester restaurant opening campaign, delivering 1M+ restaurant and lifestyle impressions across talent and owned channels.

1M+ restaurant and lifestyle impressions delivered across talent social content and Chotto Matte's owned digital channels in key city markets.restaurant and lifestyle impressions

Case in 60 seconds

Chotto Matte was opening a Manchester restaurant in 2025 and needed the new venue to register in a city market that had no existing relationship with the brand, which made an opening announcement alone insufficient.

The campaign appears to turn on the reading that a restaurant built on two cuisines sells an atmosphere rather than a dish, because the page describes a duality of fine dining and nightlife that a person on camera can embody where food photography cannot.

22 IMPACT built the launch around a single cast model personifying what the agency calls the brand's modern, global energy, so the venue was introduced through a person rather than through the restaurant's own interiors.

22 IMPACT handled casting, rate negotiation, contracts and usage rights, travel and accommodation, pre-shoot briefing, usage extensions and campaign imagery, filming model Tolu Madariola across two promotional videos distributed on social, paid and digital surfaces through talent content and Chotto Matte's owned channels.

22 IMPACT reports 1M+ restaurant and lifestyle impressions delivered across talent social content and Chotto Matte's owned digital channels in key city markets, with no platform-level split attached to that total.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Restaurant openings compete on atmosphere that cannot be tasted in advance, so Chotto Matte had to make a Japanese and Peruvian hybrid legible to Manchester through people and tone rather than through menu detail.
Based on the available evidence, Chotto Matte positioned the Manchester venue as a destination for luxury, culture and nightlife rather than as a restaurant alone, which is why the casting brief asked for modern, global energy instead of food credibility.

Creative & Execution System

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Tolu Madariola — creator

Results & Evidence

MetricValueResult type
restaurant and lifestyle impressions1M+ restaurant and lifestyle impressions delivered across talent social content and Chotto Matte's owned digital channels in key city markets.impressions

Why 22 IMPACT's strategy worked

  1. 1

    A single well-cast model can carry a venue launch where the proposition is a mood rather than a product, because movement-led storytelling communicates the duality of dining and nightlife that static interior imagery flattens.

  2. 2

    Booking usage extensions and renewals at the contracting stage appears to have let one shoot serve both talent social content and owned digital channels, which is what makes a two-video shoot stretch across paid and organic surfaces.

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