September 2018—November 2018
New E-commerce Site
B2C Sales Boost
Upfull granola launches a new product line and wanted a new website
Upfull is an award-winning London granola producer founded by Terence Lapidus. It is found in all Planet Organic stores, Virgin Active gyms and 80+ independent retailers across the UK. Upfull emphasises positive impacts through food and philanthropy. This comes by purchasing through local suppliers and supporting the Rural Internet Connectivity project in East Africa. Upfull is Jamaican slang for positive vibes, and that is exactly what Upfull is doing through its production and community outreach.
Upfull’s website was a quick fix at the early start of the business that stuck around past its sell by date. Terence had set it up himself for a grand total of £10 ($12.50) and it served its purpose as a calling card for the new brand. As the company grew, however, the website went from a calling card to a liability. It wasn’t portraying the brand that Terence was creating and didn’t command the high price point Upfull’s granolas retailed at. There was no direct-to-customer sales channels, which is what Terence envisioned from the start. In came Forager.
Forager’s task was to take the new Make Ya Mix blends and market them to the vegan, healthy-eating consumer market across the UK and gauge what the response would be. With a main focus to build suspense for the product launch, Forager planned a combination of social media posts, influencer partnerships and a crowdfunder campaign. All of these activities were meant to work together and bring new customers on-board through an innovative granola subscription program.
Crowdfunding was chosen as a way to build suspense for the product launch, as well as raise some necessary funds to help with the launch. Terence had already built a list of influencers from previous marketing work, and Forager worked from that to develop a schedule of influencer posts that took advantage of our custom hashtags made specifically for the campaign.
The goal of the campaign was to raise £5,500 ($7,000) over the course of a month. With the main focus on selling pre-order subscriptions as Christmas presents, Upfull decided to go with the platform Kickstarter, an all-or-nothing crowdfunding platform that is well-known for its campaign support. The campaign ran its course and it was clear that a subscription model for granola wasn’t what the UK breakfast market was looking for. In response Upfull and Forager worked out a new plan to promote the current product range through the new e-commerce site, building a blog calendar to help draw in the target audience by placing Upfull as an authority in the healthy breakfast market.
Every time I had a question or needed something changed on the new site, the Forager team was quick in making the changes. I love the new site and so do my customers!
Terence Lapidus, Founder & Chief Granola Officer at Upfull Foods