Mindful Chef

Development and launch marketing for meal-kit 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 objective was to grow customer acquisition for the food D2C subscription company and ensure they met their target CPA & CAC with an effective performance marketing strategy. Since the business has grown, we have helped to support their internal team with Shopify web development.




Food Ecommerce

Expertise Delivered

Web Development

Performance Marketing

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


Shopify Plus development

Shopify Plus development

In December 2020, we were tasked with updates to their frozen food subdomain to bring it more in line with the core meal-kit website. Minor amendments included changes to 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. All visual amends were mocked up using Figma in advance to ensure the team were happy with the direction we were taking before implementation.

Single, double portion toggle

Create custom ‘add to cart’ toggle for single and double portion product variants for the Shopify Plus store. This also had to be integrated and work with their bespoke cart drawer, a custom side panel cart overview that slides out when products are added.

Character length rule

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.

Mobile amendments

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.


Overview of growth marketing strategy & tactics

Overview of growth marketing strategy & tactics

In 2015-2016 we partnered with the founders to help them launch their new business, in a new category at that time. With a startup budget and limited internal resources at the seed stage, 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.

Paid Social

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. We 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.

Paid Search

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’.

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.


To maximise exposure and brand recognition, as well as communicate compelling intro offers, we turned to Google’s Display Network and Youtube for cost-effective, engaging ad formats. Prior to spending on media, the YouTube channel needed to be established and set up, ready for in-stream and pre-roll advertising focused at the health and fitness conscious users of YouTube within the UK.