Mindful Chef

Case Studies / Mindful Chef

Web development & performance marketing for recipe box subscription.

Mindful Chef is a health-focused subscription recipe box company. We worked with Mindful Chef to increase brand awareness and subscriptions while they were new to the market and the vertical of food delivery boxes was in its infancy. Our goal was to grow customer acquisition for the food D2C subscription company and ensure they met their target CPA by an effective performance marketing strategy. We have also helped to support their internal web development team as they’re product range continues to grow.

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"The recipe box market is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing."
Myles Hopper, Co-Founder

Recent updates include amends to their frozen food subdomain, where we were able to help change the menu header and footer to better reflect the same UX as the main website. Changes were made due to an internal restructure of the navigation items and iconography.

We were also asked to help with the creation of toggle ‘add to cart’ for single and double portion product variants for the Shopify Plus store. This also had to be integrated and work with their current off-canvas cart drawer (the side panel cart overview that slides out).


We also assisted with the programmatic character length rule which forces product titles of a certain length onto a second/third line. In doing this, the rule is applied to other products which sit on the same row. This then ensures the add to cart buttons were being aligned in a more consistent manner, regardless of screen size.
All visual amends and different options were mocked up in advance to ensure the team were happy with the direction we were taking.
Mindful Chef Frozen Meal Case Study
MINDFUL CHEF web development case study
A final few amendments were made to bring the mobile design more inline with the desktop site as well adding and fixing a few spacing and typography issues to bring more consistency throughout the website.
Mindful Chef - Establishing a digital media plan

Establishing a digital media plan

Trying to launch a new brand, in a relatively new category, with a startup budget meant that we had to think strategically about target audiences and formats that would drive the largest return. This meant focusing on early adopters of the health and wellness culture, as well advocates of healthy eating.

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Mindful Chef - Paid Facebook & Instagram

Paid Facebook & Instagram

To drive value in terms of awareness and conversion, we focused the budget on paid social. This would encourage community building across Facebook & Instagram, as well as traditional media metrics of low CPM + ROI.

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Mindful Chef - YouTube Advertising

YouTube Advertising

Video content is essential but many brands do not optimise their YouTube channel effectively. We established the channel and setup in-stream and pre-roll advertising focused at the health and fitness conscious users of YouTube within the UK.

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Mindful Chef - PPC & Search Marketing

PPC & Search Marketing

High-intent customers, actively looking for healthy eating solution can be best reached through PPC campaigns. The goal was to boost the brands awareness after their initial launch and tying this in with wider advertising methods available through Google Ads.

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Mindful Chef - Targeted Display Advertising

Targeted Display Advertising

To maximise exposure and brand recognition, as well as communicate tempting intro offers, we needed display advertising and turned to Google’s Display Network.

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