The Challenge
In 2013, following a rebrand, we built Tommy’s Superfoods a simple website to showcase their unique frozen products and help customers find products in nearby stores. The clean and concise website served them well until early 2016 when the company entered a period of rapid growth, expanding distribution beyond their initial Texas-based markets to a national scale. With nationwide distribution came a need for a more robust online presence.
In order to grow their position as a national brand, Tommy’s Superfoods needed an online presence inline with their top-tier competitors. More than just a fresh website design, Tommy’s Superfoods needed an online marketing strategy: an evidence-based plan for regular content creation on their website and social media sites, and a way to track results.
Our Approach
After extensive research into leading trends within the packaged food industry, competitor practices in social media and content marketing, and customer personas, we identified an offering of custom solutions that would create sustained online growth for Tommy’s Superfoods.
First, Tommy’s Superfoods needed a newly designed and developed mobile responsive website. The website includes an expanded product catalog that featured ingredient listings and nutrition facts, an updated store locator tool capable of handling Tommy’s Superfoods’ large-scale distribution network, a full-featured recipe section with custom search and filtering and a customer submission form, and the addition of a brand-focused blog.
Following the launch of Tommy’s Superfood’s new website on world-class hosting capable of scaling with high levels of web traffic, we created a robust online marketing strategy, which includes the regular addition of blog posts and recipes to Tommy’s website, email list building techniques, regular posts on their Facebook, Instagram, and Pinterest accounts, and ongoing Facebook advertising campaigns. Our approach to each of these platforms is unique based upon the identified audience and platform best-practices, but carries through the key messages identified for Tommy’s Superfoods’ brand.
Results
We continue to partner with Tommy’s Superfoods in the areas of website content creation, multi-platform social media marketing and management, recipe development and videography (a unique wholesale food marketing service we offer, since Chris is a professional chef), and the development and execution of their ongoing online marketing strategy.
As we continue to add new services and strategic layers, Tommy’s Superfoods continues to see significant gains in year-over-year website traffic, improved impressions and engagements across multiple social platforms, and the expansion of their current online marketing efforts into new areas, such as online video marketing. This has contributed to the continued growth of brand awareness in key markets across the United States. As of the writing of this case study, Tommy’s Superfoods distribution has also grown to over nearly 10,000 locations nationwide and shows no signs of stopping.
When asked, we will say unabashedly that our partnership with Tommy’s Superfoods — which has lasted several years — has been one of the most dynamic and rewarding efforts we’ve had the pleasure of taking part in. The team at Road Warrior Creative looks forward to many more years working with this long-term client.
