Discover Delicious
Creating an all-new brand and eCommerce marketplace to cement Wales as the home of quality artisanal produce.
What is Discover Delicious?
Wales is awash with micro businesses creating amazing artisanal produce, but many of them didn’t know how to market themselves and connect with more affluent UK-wide audiences. Luckily, we did.
We were appointed by the Welsh Government as part of their Rural Development Programme to develop, design and deliver an online marketplace brand for small to medium size food producers in Wales like Barti Rum and Halen Mon Salt whilst raising awareness and driving sales for these fantastic independent brands.
2000
Food producers signed up through the eCommerce platform.
£110K
Online income generated in launch month.
45K
Average unique visitors per month.
1.9M
TV ad impacts.
Following extensive research into consumer food and drinks buying behaviours, we created and launched the Discover Delicious brand – a government-funded online marketplace promoting the quality locally made Welsh produce that had for too long been overlooked.
An eCommerce marketplace became home to 2000 producers, independently drop shipping food, drink and artisanal merch.
Featuring variable calculations for shipping costs, promotions, discounts, VAT status and alcohol sale verifications. Each transaction was separated per producer, with unified baskets for customers.
We wanted to tell the unique stories of these Welsh producers to create an aspirational foodie brand and online marketplace in both English and Welsh.
People. Place. Product.
These were the principles that drove the Discover Delicious campaign. Each one was dialled up or down, depending on the audience and the specific message we wanted to deliver.
The three culminate in the beautiful TV ad we produced. We launched it across the UK alongside paid digital campaigns, which not only raised brand awareness but drove considerable traffic to the website.
Ongoing social and email strategy was also developed to re-engage consumers over time and encourage continued growth and momentum for the brand.
“We partnered with AgencyUK as part of their startup incubator, supported by funding through Welsh Government. Their experience and insight was invaluable when developing the go-to-market strategy, and their technical capability enabled us to build one of the largest multi-vendor eCommerce marketplaces in Europe.”
Laura Pickup
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