Finland’s first hot takes.
In Short
Metro-tukku Hot Takes
A social media content platform giving a voice to those who make the restaurant industry.
Challenge
Industry stories are often one-sided, making it look narrow and unattractive.
Insight
Industry people have strong opinions but no platform to express them.
Strategy
Create a space for real voices through Metro-tukku’s own channels.
Idea
Short, bold videos that spark conversation and show diverse perspectives.
Execution
Provocative openings, shareable content, and chef-influencer Lauri Kaivoluoto as host.
Results
Metro-tukku’s best-performing content prove the brand promise: “for those who make the restaurant industry.”
The Team
My Role: Content Creator
Team: The client’s Content Manager Jaana Päivärinta and a creative team from Dentsu Creative Finland, including Joel Pircklen, Mikael Nemeschansky and Micael Nikander. The content is hosted by Lauri Kaivoluoto, a chef turned tiktoker.
Client: Wihuri Metro-tukku
Dentsu Creative Finland does extensive advertising work for Metro-tukku, and the creative team developed this concept as a part of that collaboration. The content platform was launched in spring 2025.
The Brief
We wanted to make the “for the ones who make the restaurant industry” brand promise alive in social media. To do this, we brought the concept of the Subway Takes to Finland and to create a platform for discussion about the challenges in the industry. Simultaneously, make Metro-tukku standout from its competitors and increase the brand value of the company.
Our Response
We create social-first video content with the theme “Restaurant Industry Hot Takes”. In the series, we focus on fresh perspectives and opinions from across the industry. To capture a broad view of the sector, we included not only well-known chefs but also students, educators, and other voices. The content is designed specifically for TikTok, Instagram and YouTube shorts to maximize engagement and reach.
The Results
The content yielded excellent results on TikTok, Instagram, LinkedIn, and YouTube Shorts. The series outperformed all other content published on the client’s channels during the same time frame across the selected KPIs, including engagement, reach, and viewer retention.
Moreover, the series helped shape Metro-tukku’s image as a bold and forward-thinking player in the industry—one that’s not afraid to stand out and serve as a platform for discussion about the sector. Building on this momentum, the series is continuing as an ongoing platform, ensuring that voices from the restaurant industry have a consistent and visible space to be heard.
