Wellocks at Home

Social Media and Email Strategy

Objective

  • Support the in-house team by managing the social media and email marketing strategy.
  • Grow social channels and engagement.
  • Deliver customer service support via social channels.
  • Drive sales via email campaigns.

Strategy

Wellocks are the special ingredient of the UK’s finest restaurants, now supplying over 45% of the UK’s Michelin-starred restaurants with their ingredients and fresh produce. Like many businesses, in April 2020 Wellocks were unable to continue delivering to their restaurant customers and started a home delivery service with their fresh produce and speciality ingredients to the masses via a new e-commerce business, Wellocks at Home. With this in place, it reduced waste produce and also continued to support their network of independent growers and producers.

Kitch were enlisted to deliver a more seamless social media strategy, increase engagement and following, whilst also delivering a higher level of customer service. Kitch were also engaged to support the Wellocks at Home team within a wider marketing strategy; delivering weekly box inserts/recipes to support their Best in Season Selection, regular website product/recipe updates and an email strategy to their existing email subscriber database to drive direct sales. 

Kitch started by mapping out social, email and recipe content plans to ensure consistency across all platforms. Accompanied by the roll out of an influencer engagement strategy to develop a community of regular customers and suppliers. We are happy to say that Wellocks at Home are still a client and we now also support their Wellocks trade social strategy.

Results

Managing social media accounts from Sept 2020 – July 2021 (current metrics):

  • Achieved an increase in audience on Twitter 191%, Facebook 187% and Instagram 187%.

Whilst managing their email strategy:

  • 52% increase in the revenue generated from email.
  • The percentage of total revenue generated from email increased by 7.48%.
  • The number of transactions made from emails increased by 38%.

What they said…

‘It’s an absolute delight to work with the Kitch team. Through their continuous focus on creating exciting and relevant content, they have driven the sustained growth of Wellocks at Home’s social channels as well as supporting our content strategy across email marketing and web. Their energy, creativity and flexibility has made an impression on the whole Wellocks team and has really driven home the potential value that a programme of engaging content can bring to our customers and our business.”

Rachel Mumford, Wellocks, Ecommerce Project Manager

52%

Revenue generated by email

7.48%

Percentage of total revenue generated from email

38%

Number of transactions made from email