Adıyamanlı Çiğköftecim Kosovo · Market Entry Strategy, Social Media Management, Content Creation, Meta Ads, TikTok, Digital Marketing
How We Turned an Unknown Product Into a Brand People Lined Up to Try
Market: Kosovo
Partnership Started: May 10, 2024
Entering a Market That Didn’t Know the Product
When Adıyamanlı Çiğköftecim approached Eris Agency, they did not come with an established business in Kosovo.
They came with an idea.
Çiğ köfte was already a well-known product in Turkey, but in Kosovo, the situation was completely different.
Most people had never tried it.
Many did not even know what it was.
There was also another perception challenge.
For consumers unfamiliar with the product, the name “çiğ köfte” could easily be understood as something similar to “raw meatballs,” creating hesitation before the product was even properly understood.
Before we could market the brand, we first had to market the category.
We had to explain the product.
Make it familiar.
Make it appealing.
And ultimately, make people want to try something they had never experienced before.
Starting From Zero
On May 10, 2024, Eris Agency began building the digital presence of Adıyamanlı Çiğköftecim Kosovo from the ground up.
We created and began managing the brand’s local presence across:
Instagram
Facebook
TikTok
From day one, the objective was bigger than gaining followers.
We needed social media to introduce an unfamiliar food product to the Kosovo market, create curiosity around it and turn that curiosity into real customers.
The Challenge
Launching a well-known brand into a new market does not automatically mean launching a well-known product.
The audience needed answers before they needed an advertisement.
What is çiğ köfte?
What is it made from?
How is it eaten?
What does it taste like?
Does it contain raw meat?
Why should I try it?
Instead of avoiding those questions, we made them part of the communication strategy.
The fact that the product was unfamiliar became an opportunity for content.
The Strategy: Curiosity Before Conversion
Our early strategy was built around one simple objective:
Make people curious enough to try it.
Rather than communicating like an established fast-food brand, we approached the launch as a market education campaign.
The content needed to make the product easy to understand, visually appealing and culturally approachable before asking people to buy it.
We focused on several core areas.
Product Education
We showed people what çiğ köfte actually is, how it is prepared, how it is served and how it is eaten.
Visual Appetite
Close-ups, preparation, wrapping, ingredients and serving moments turned an unfamiliar product into something people could immediately imagine tasting.
Curiosity-Driven Content
Because many people had never experienced the product before, curiosity became one of our strongest hooks.
Local Communication
We adapted the communication to the Kosovo market instead of simply reproducing content from another country.
Consistency
Repeated exposure helped transform an unfamiliar name into a recognizable local food brand.
Organic content was strategically supported with Meta Ads, allowing us to accelerate awareness and reach relevant local audiences faster.
From Curiosity to a Queue Outside the Store
The response came quickly.
As awareness increased, curiosity began moving from social media into the real world.
People wanted to try the product they had been seeing online.
Within a relatively short period after launch, the result became visible in the most important place possible:
outside the store.
Customers began forming long queues to try Adıyamanlı Çiğköftecim.
For us, this became one of the strongest signals that the strategy was working.
The objective was never simply to generate impressions.
It was to turn attention into real foot traffic.
From One Product to a Growing Menu
As the brand became stronger and the audience continued to grow, Adıyamanlı Çiğköftecim expanded its product offering.
Following the success of çiğ köfte, the brand introduced tavuk döner.
The new product was immediately integrated into the content and digital communication strategy.
Through video content, visual product presentation, preparation footage and continuous promotion, tavuk döner quickly became one of the brand’s most requested products.
This revealed something important.
The audience was no longer following only one product.
They were beginning to trust the brand itself.
More recently, the menu expanded again with içli köfte, the newest addition to Adıyamanlı Çiğköftecim Kosovo.
Once again, the objective remains the same:
Introduce the product in a way that is clear, visual and desirable, create curiosity around it and convert that curiosity into trial and real demand.
What began as the marketing of one unfamiliar product has evolved into the growth of a food brand with an expanding product portfolio.
Building the Brand Across Every Platform
As product awareness increased and the menu expanded, the strategy continued to evolve.
Each platform played a different role.
Instagram helped build brand identity, product desire and community.
Facebook supported local reach, campaigns and paid distribution.
TikTok became a channel for discovery, entertainment and native short-form content.
Meta Ads accelerated awareness and supported commercial communication.
Delivery gave customers another way to turn digital interest into an actual order.
Together, these channels created a connected digital ecosystem around the brand.
TikTok: Building Engagement From Zero
The TikTok account was created from scratch as part of the launch strategy.
Through consistent short-form content, the account generated more than 75,000 likes, building a local audience around a brand that started with a product largely unfamiliar to the market.
But follower count was never the main measure of success.
The stronger result was what happened beyond the platform.
People discovered the products online.
They became curious.
They visited the store.
They ordered through delivery.
And the brand became increasingly recognizable in the local market.
For this project, the real KPI was not simply audience size.
It was turning digital attention into real-world demand.
Not Just Content. Market Education.
Food marketing usually begins with an existing desire.
People already know pizza.
They know burgers.
They know fried chicken.
Our initial challenge was different.
We had to help create the desire before we could capture it.
That meant the content could not simply be promotional.
It needed to educate, entertain and make the products visually understandable.
Every explanation, preparation video, serving moment and campaign helped reduce the distance between:
“What is this?”
and
“I want to try it.”
That transition was the real marketing achievement.
Organic Content + Paid Growth
Organic visibility was strategically supported through Meta Ads.
Paid media helped us:
- Accelerate local brand awareness
- Promote products and offers
- Support new product launches
- Reach relevant local audiences
- Amplify high-performing organic content
- Keep the brand consistently visible
- Support delivery and purchase intent
Instead of treating paid and organic marketing as separate activities, we built them to work together.
Content created interest.
Advertising amplified it.
The business converted it.
From Social Media to Delivery
As the brand matured, the customer journey expanded beyond the physical store.
Delivery became an important part of the system.
A customer could discover a product through TikTok, see the brand again on Instagram or Facebook, develop interest and then place an order.
Social media was no longer only generating awareness.
It was becoming part of the sales infrastructure.
What We Actually Built
The Adıyamanlı Çiğköftecim Kosovo story is not simply about launching social media accounts.
It is the story of introducing an unfamiliar product into a new market, creating demand around it and then using that growing brand strength to successfully introduce new products.
We started with:
No local social media presence.
Low category awareness.
A product most consumers had never tried.
A name that could easily create the wrong first impression.
And built:
Brand awareness.
Product education.
Strong local recognition.
Organic social engagement.
Paid campaign infrastructure.
Delivery demand.
Real customer traffic.
And a marketing platform capable of supporting new products such as tavuk döner and içli köfte.
The most powerful moment was not reaching a specific follower milestone.
It was seeing people line up outside the store for a product that, only a short time earlier, many of them had barely known existed.
And then seeing the same brand strength create demand for new products as well.
That is the difference between creating content and building a brand capable of generating demand again and again.
From “What Is This?” to “I Want to Try It.”
This project represents one of the core principles behind the way we work at Eris Agency:
Marketing is not only about promoting what people already want.
Sometimes the real opportunity is creating the desire in the first place.
With Adıyamanlı Çiğköftecim Kosovo, we did not simply introduce a brand.
We helped introduce a new category to the market — and then helped the brand extend that demand into new products.
From çiğ köfte.
To tavuk döner.
And now to içli köfte.
The brand continues to evolve.
And the strategy evolves with it.
Ready to Create Demand for Your Brand?
At Eris Agency, we combine strategy, content, social media and performance marketing to help brands enter markets, build audiences and turn attention into business growth.
Don’t just enter the market.
Make the market notice you.
