We partnered with Amazon Fresh to spotlight their byAmazon range through a suite of seasonal recipe content. We combined chef endorsement, paid media, and platform integration to boost engagement, drive first time customers to Amazon Fresh, and inspire repeat customers.
Over three creative campaigns, we developed 16 delicious byAmazon recipes that leaned into current food trends and seasonal moments, from fool-proof pies to winter warmers and festive twists. To build trust and drive engagement, we partnered with chef and cookbook author Jo Pratt, adding credibility and kitchen confidence to the content. From film crew to food stylists, we ran an eight-team shoot on location ensuring smooth production from start to finish.We supported the campaign with bespoke paid ads across Meta platforms, which delivered a 15% click-through rate, far above industry average. Our branded newsletters saw a strong 38% open rate, and 63% of first-time customers went on to check out with a branded recipe in their basket.Better still, a majority of those customers returned, highlighting both trust in the brand and appetite for the content.
The goal was to drive awareness and increase activity for Amazon Fresh's new byAmazon range during their most competitive trading window, leading up to the festive season.We set out to create engaging, value-led recipe content that made the most of Amazon Fresh's price positioning, while encouraging retailer switch and repeat shop behaviour.
