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Doves Farm Foods Ltd

Nutrition

Overview

Doves Farm Foods Ltd is the UK’s leading producer of organic flour under the renowned Doves Farm brand, and the home to Freee, offering a wide range of gluten-free flours and products.

Over nearly two years, we collaborated closely with the Doves Farm and Freee teams, executing various impactful campaigns. Our expertise ensures that we understand and communicate the values and unique offerings of these distinguished brands. A highlight of our partnership is the annual Easter campaign, a crucial period for passionate bakers. This campaign is supported by a comprehensive digital strategy, leveraging our deep industry knowledge and innovative approach to reach and engage target audiences effectively.

Deliverables

  • Digital Marketing
  • PMAX & Programmatic Advertising
  • Meta Advertising
  • Google Advertising
  • Research & Strategy

The challenge

Dove Farm Foods – the UK’s number one organic flour brand – wanted to capitalise on the Easter period to increase brand awareness among consumers. Sold online and through supermarkets, the company’s key challenges are targeting health-conscious consumers who are willing to pay a premium for organic products, and fostering a sense of trust, authenticity and resonance with the target audience.

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The solution

We used data-driven audience targeting to identify and reach potential customers, and engaging ad creatives to resonate with them. Google search ads using keywords related to health and sustainability enabled us to highlight the brand’s commitment to sustainability and its health benefits while we used Google Affinity to reach cooking enthusiasts. Meta ads on Facebook and Instagram targeted both specific interests and specific locations.

The outcome

Meta: 13,834,060 impressions
Google: A daily average of 18,900 impressions
Programmatic: 1,996,149 impressions

+85%

Increase in total sales vs the previous year

6.8m

Impressions to the website

Information correct at the time of publishing (August 2024)