Implement a 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 aligned in a more consistent manner, regardless of screen size.

Final amendments were made to bring the mobile design more inline with the desktop site as well as adding and fixing a few spacing and typography issues to bring more consistency throughout the website.

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

Tribe sweated the assets available and continuously optimised the audiences to deliver a variety of messages that included education around the meal-kit category, informing viewers of Mindful Chef’s USPs and ensure wide-scale brand awareness to assert brand leadership in the space.

PPC was critical for driving acquisition with high-intent customers, actively looking for a convenient, healthy eating solution. After conducting keyword research to evaluate the suggested key phrases, it became clear that the original terms were far too niche to meet CAC expectations. The phrases were broadened significantly to focus on ‘healthy eating’ rather than niche terms such as ‘paleo diet’.