Abel & Cole
Retail brand overhaul:
30 years ago, Abel & Cole set out to pioneer organic food delivery. But the thing about creating a category is that you often become a victim of your own success. Competitors jump in and soon new potential users don't know who to pay attention to. So how could we reassert dominance to 1. increase organic search and 2. secure an uplift in new users?
We saw that both the category, and the wider retailer landscape was getting heavily transactional and highly confusing for the considerate customer who just wanted to buy food that was both good their family and good for the planet too.
So in a marketplace overloaded with rampant consumerism - MORE product lines, MORE greenwashing, MORE offers, MORE messaging - we launched a radically simple and motivating idea: ALL YOU NEED IS LESS.
Results:
The "All You Need Is Less" campaign is Abel & Cole's biggest ever brand campaign, and has them doing what they do best, challenging the category to reform itself. The campaign has triggered a massive 70% new traffic from organic searches, leading to a 22.8% uplift in new users.
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We work with early stage businesses to deliver breakthrough commercial moments, and unlock transformative levels of growth.
Projects are delivered in short sprints, against clearly defined commercial outcomes.
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