My Nourish Kitchen was born during level 4 lockdown as a way to keep The Nourish Group's restaurants working and producing over a time when they couldn't operate.
Made by top chefs for the home chef, My Nourish Kitchen stood heads and shoulders above the other food box delivery companies, bringing iconic dishes from top Auckland restaurants into your home. The boxes came semi-complete, with restaurant quality sauces, hand-made pasta, top NZ produce and recipe cards, so customers could simply finish at home.
This brand was created from scratch, with no ability to create content on site, I project managed the marketing remotely. I worked with a designer to create illustrations that focused on the produce, the aim for these was to be simple, fun and attainable, just like the food boxes themselves. These illustrations allowed customers to see the boxes as luxury, but not over complicated. They also meant we could launch with graphics, rather than professional photography or video, of which I was unable to produce at the time.
Over the space of a week we created a digital launch strategy, a Shopify website and all the designed collateral for the boxes. We also utilised a PR team, Denizen magazine and Remix magazine for giveaways, articles and interview opportunities, giving us great nationwide coverage.
Leveraging off already prominent brands such as Andiamo, Euro, Soul and Jervois Steak House, for launch I cross promoted through email and social media. Re sharing and posting the launch animation across all channels. Within just a few days My Nourish Kitchen had 160 orders, 800 Instagram followers and a large database of email subscribers.
After lockdown lifted, we continued the momentum for the boxes by developing the brand further into a luxury food item. This was created with professional plated and produce/process focused photography, still in the simple style but focussing on that "chef-quality in your own home" element that is so important.
Now a full-fledged and beautifully refined brand, we were able to focus on the Facebook marketing strategy that layered in brand awareness, website traffic and conversion to ensure continued success.