Not by chasing numbers. Not by forcing formats. But by connecting with people who already love what we do, eat here regularly, and would talk about Salsa Shop even if a camera wasn’t rolling.
Not every creator is a fit and that’s the point
We work with both big and small creators, but we’re selective on purpose. We’re not interested in one-off posts or polished ads. What matters to us is whether someone genuinely fits into our world, their routine, their humour, their way of showing up online.
That’s why our collaborations often start offline. Inviting creators into our kitchens. Cooking together. Sharing meals. Letting them see the chaos behind the counter, meet the people, and understand how things actually work. Because the best content doesn’t come from a brief, it comes from familiarity.
Keeping it close, keeping it human
We try to keep things personal. Real conversations. Real moments. Sometimes that means hosting workshops or inviting creators to events. Sometimes it means something as simple as driving around Amsterdam to personally drop off a thank-you gift at the start of the year.
Why? Because community isn’t transactional. It’s built on trust, attention, and showing appreciation when it’s earned.
So what does that mean for you?
It means when you see Salsa Shop pop up in someone’s feed, it’s not random. It’s someone who’s actually part of our world. Someone who knows the food, the people, and the rhythm of our kitchens. No scripts. No forced smiles. Just real stories, told by people who genuinely belong.
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