We focused on those looking for fresh, quality food delivered directly to their doors to capitalise on the increased audience brought about by the pandemic.

For the first few months, our focus was on implementing strong foundations. Communication with Wright Bros. was vital, as they have the market and product knowledge, which we could then combine with our Paid Media expertise to provide campaigns that really cut through the noise.

Having undertaken the basics, we set our sights on the peak periods of November and December. We set rules for scaling the activity through these two busy months, ensuring we hit CPA goals throughout.

For our Paid Search strategy, we focused our efforts on the upper funnel activity, utilising 6 core categories. This activity allowed us to speak to consumers as they entered the market, effectively minimising any drop in awareness over time, all while putting us in the forefront of the user’s mind when in the market.

We also implemented a new structure for all Paid Shopping activity, introducing a dynamic performance-based taxonomy. This allowed us to maximise spend and visibility on the products that performed the best over a 14-day period and minimise how much we were spending on products that weren’t selling as well at any given time.

We also implemented Paid Social activity to support our Search strategy. Using in-depth audience research and insights, we used social media platforms, Facebook and Instagram, to grow brand awareness and showcase the offers using eye-catching assets.