EAT.PLNT

Social Media Strategy

Objective

  • To grow brand awareness nationally promoting their meals online and in-store at Holland & Barrett by engaging with third party influencers and developing brand partnerships.
  • Create meaningful engagement strategy with their target audience on Facebook and Instagram utilising their Plant Journey blog.

Strategy

Eat.Plnt launched their fantastic range of plant-based frozen ready meals in March 2019, taking inspiration from across the globe to inspire you and make it easier to eat more plants. They are very community-driven with their Plant Journey blog, sharing peoples stories and starting conversations around plant-based diets. In March 2020 they approached us with the aim to build brand awareness and create a more meaningful engagement whilst continuing to grow their audience.

Our primary focus was to identify the target audience including third party influencers and relevant brand partnerships for the brand. Once this has been established, we began to develop our strategy.

We started building brand awareness by engaging with relevant plant-based foodies – reaching out and building a rapport was the first step. This was followed by sending out meals Eat.Plnt offers to 5 influencers.  This was a previously unused strategy by Eat.Plnt and one that had considerable impact.

Building a community, with meaningful engagement was an important focus for Eat.Plnt. We began to reach out to relevant brands with a larger following requesting for them to host a collaborative competition with us on their Facebook and Instagram channels, with prizes on both channels. We established two brand partnerships, Nosh Snack and Pulsin, which increase followers and engagement.

Results

What the Influencer Outreach delivered…

  • After the first 2 months of managing Eat.Plnt’s Instagram channel followers were up 101% from influencer outreach.

What the brand partnerships delivered…

  • Nosh Snack competition
    +400 Instagram followers and +1,650 engagements
    +120 Facebook followers +595 engagements
  • Pulsin competition
     +160 Instagram followers
170

New Facebook followers

101%

Increase in followers in first 2 months

888

Increase in Instagram followers

“We came to Kitch looking to build our brand awareness, create more meaningful engagement with our audience, and to start carving our path in the crowded industry. Kitch helped us to do just that! The ladies are extremely proactive and created some fantastic interactive content for our potential customers for EAT.PLNT. Our following and engagement has increased dramatically and organically since working with Kitch. A wonderful team with lots of skills, a huge thank you for all your hard work and dedication to our brand!”

Abi Knee
Abi KneeDigital Marketing Manager, White Square StudioEAT.PLNT