Launching an innovative new meal delivery service
Media strategy and media relations
CRM + EDM
Our job was to capture attention for the launch of Australia’s first ready-to-eat meal delivery service for pregnant and breastfeeding women.
Our challenge was to build excitement prior to launch so that when the business started selling we had a warm audience ready to convert to consumers.
Our solution was to utilise social media to engage and recruit early adopters with a trial of the meals and build a database of over 850 newsletter subscribers. We gathered a community of new mums through social advertising and nurtured with engaging content. We then officially launched the brand with accredited practising dietitian Melanie McGrice to reinforce the nutritional benefits of Pregnancy Chef meals.
The pre launch campaign was so successful that we had to cut off access to the Taste Tester program early, while pre-registrations hit ten times the KPI. The launch achieved national media coverage, a large and engaged social media community and a successful CRM + EDM roll out inspiring nearly 20,000 people to visit the website in the first month.
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