Photo: WBZ NewsRadio / Jay Willett
DUXBURY, Mass. (WBZ NewsRadio) — A polar plunge dive into Bluefish River, a motorcycle flip, or a skateboard wipeout— all could be considered fair game as marketing for Fire & Stone Trattoria and Pizza Bar in Duxbury. What looks like a video of a student about to be pummeled by a bell, quickly cuts to Chef Chris Jeffcote swirling around dough, carving up fresh slices, or topping off a signature sandwich.
Talking about a new angle, Jeffcote says the videos are a step apart from what's usually seen in digital-age marketing.
"We're millennials, we were the beta testers for the internet. We wanted to do something different than everyone else, because it's kind of all the same— just pictures of food," Jeffcote said.
It's paying off big time, the shop has seen multi-million views for its transition videos and pizza-making cinematography.
He works to make sure the subjects of each video is not seriously injured. Jeffcote says plenty of customers come in expecting there to be a full entourage of PR specialists involved, but in reality, the secret is in the staff.
"It's all done in-house, there isn't some big media company running this account for us. It's truly, authentically us," Jeffcote said.
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The former stone mason is happy to serve you up a fresh pizza from the brick ovens he's made himself— just don't call it a pie.
"I don't know who came up with that. I think we're just going to blame everyone in Connecticut and New Jersey. It's not pie," Jeffcote said.
Another type of content is the Fire & Stone customer requests, where Jeffcote follows through with the culinary wants of the public, even if they're not the best ideas practicality-wise.
"Instead of getting frustrated or explaining to the customer they're wrong, we just make a video out of it— try and have fun," Jeffcote said.
As of posting the South Shore shop has 90,000 followers on Instagram.
WBZ NewsRadio's Jay Willett (@JayWillettWBZ) reports.
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