Client
Fooditude
Industry
Hospitality & Catering
Location
UK
Website
www.fooditude.com
Service
Growth Programme
One of the early pioneers of office catering, Fooditude delivers their 'Feel-Good' food to some of the hottest tech companies based in London. Known for their diverse menus featuring fresh, healthy, and sustainable meals, they prepare up to 5,000 meals daily from their central production kitchen in South Bermondsey. Their flexible catering model has disrupted traditional catering and enhanced the culture of companies like Netflix, Pinterest and Intercom.
The business had had little SEO presence or inbound traffic to support new business development.…
THE CHALLENGE
Fooditude had grown successfully through word-of-mouth and referrals but had little SEO presence or inbound traffic to support new business development.
This made it difficult to reach and engage with their target audience, showcase the diversity and quality of their offerings, and stand out in a competitive market.
Seeking a comprehensive solution, Fooditude partnered with us to devise a Go-To-Market strategy, leverage HubSpot, and implement an effective integrated marketing campaign.
THE SOLUTION
To address Fooditude’s marketing challenges, we created a Fusion Campaign.
This approach would bring together all of Fooditude’s marketing efforts into a single, cohesive strategy.
By integrating different marketing activities, we ensured consistent and effective engagement across all stages of the buyer journey, ultimately boosting brand awareness and driving conversions.
Devising The Campaign Strategy
Our strategic process started by analysing customer needs and challenges to determine what really mattered to Fooditude's prospective customers.
Through qualitative customer research, we identified a key company cultural issue within their target accounts: businesses were struggling to re-engage employees and entice them back into the office following the shift to hybrid working over the past few years.
This insight led to the inception of the campaign theme ‘Catering For Culture', designed to attract London-Based Workplace Experience Directors and Office Managers in Tech and Financial Services businesses and help them understand the benefits of building social connections through communal dining.
Fooditude's need to target London-based businesses only alongside some other specific criteria meant that an Account-Based Marketing (ABM) approach was best suited. This approach allowed us to focus our efforts on high-value target accounts, ensuring our marketing activities were precisely aimed at businesses most likely to benefit from Fooditude’s offerings.
One of the big differences between Digital Litmus and those other agencies is that they really put the time in to understand our business…
Cristina Covello Head of Strategy, Fooditude
A fully integrated campaign
Our promotion strategy covered all relevant channels to ensure comprehensive coverage to build brand awareness and engagement with Fooditude's target prospects. This covered:
- Premium Content Creation: We developed various types of high value content to engage and convert prospects. One key piece was an ebook created in partnership with the Office Management Group. This was distributed to their network of office managers, providing unique insights and practical advice on enhancing workplace culture through the power of food. The ebook was crucial in capturing and nurturing leads through the funnel.
- SEO-Focused Blogs: We undertook a content strategy that determined what blogging opportunities existed in the market for Fooditude to rank well in search and attract potential buyers. Blogs were produced on a weekly basis to ensure a regular publishing cadence and were distributed to the target audience via paid social and marketing email.
- Targeted Paid Social: We leveraged LinkedIn matched audiences to ensure an ABM-targeted approach. LinkedIn sponsored video, images and thought leadership posts were used to promote content that educated prospects and built continuous awareness of the Fooditude proposition.
- Remarketing Across All Channels: Remarketing ads were used across LinkedIn and Meta, ensuring continuous engagement with those who interacted with initial campaigns, increasing the likelihood of conversion in the long-term.
- Outbound Campaigns to Target Accounts: We combined outbound efforts with personalised content to capture the attention of high-value target accounts.
Their content creation has been superb - probably because they took the time to actually understand what we do! …
Cristina Covello Strategy Director, Fooditude
THE RESULTS
The Fusion Campaign significantly boosted Fooditude's marketing performance.
The campaign generated 202 MQLs across paid and organic channels, along with a 160% increase in website traffic.
We saw a sixfold increase in their opportunity pipeline, growing from £250,000 to £1.5 million in six months.
Additionally, the campaign was nominated for a prestigious Cateys award, further enhancing their visibility and recognition within the industry.
6X
Increase in Sales Qualified Opportunities
202
MQLs Generated Via Campaign Assets
160%
Increase in Organic Traffic Growth
READY TO RUN A FUSION CAMPAIGN? GET IN TOUCH FOR YOUR FREE ASSESSMENT.
