Goodwell Fresh Food Launch Campaign

Good food needed a clearer introduction.

Goodwell makes fresh food for workplace lunches and small gatherings. As the business grew, it needed a clearer way to introduce the offer to new customers.

The quality of the food was easy to see. What needed more work was explaining who the service was for, which occasions it suited and how to make an enquiry. The launch had to connect that information across the campaign.

The goal was to generate more qualified enquiries: conversations with people looking for the kind of food, service and delivery options Goodwell could provide.

The product at the centre of the story: fresh, everyday food.

One audience. One clear reason to act.

We started by reviewing the offer, existing customer questions and the occasions that brought people to Goodwell. That helped us focus the launch on customers organising food for their teams and smaller events.

The message needed to make the decision easier: fresh food, a clear range of options and a straightforward way to discuss what was needed. We agreed the audience, core message and enquiry goal before developing the campaign assets.

A campaign built around the offer.

We connected the launch plan, creative and paid social around the same customer decision. Each part of the campaign had a job to do, from introducing the food to helping an interested customer take the next step.

Campaign creative for workplace lunches and small gatherings.

More of the enquiries that mattered.

The launch generated a 38% increase in qualified enquiries during the 90-day review period, compared with the previous 90 days. The team used the same qualification criteria across both periods.

An enquiry counted as qualified when the customer’s requirements matched Goodwell’s offer and service area. Reviewing this with the client helped the team assess the business conversations the campaign created, alongside the advertising data.

A clearer starting point for the next campaign.

Goodwell left the launch with an agreed audience, a consistent message and a repeatable way to review enquiry quality. The next phase could build on those decisions, with evidence about which activity was creating useful conversations.

A product story that carries from first impression to enquiry.

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They took the time to understand our customers before recommending a campaign. Every decision felt connected to what we were trying to achieve, rather than just producing more marketing activity.