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Our Collective Vision
At their core, Julia’s table was started to bring the whole family together at the table with an inclusive line of gluten-free and top 7 and 8 allergen-free food products everyone can enjoy. In the wake of the pandemic, as their food marketing and creative agency of record, Heart Creative dreamed up a plan to help families connect while sheltering-in-place with a feel-good initiative for Julia’s table that would engage consumers and provide real value to their lives and family.
The Scoop
Setting The Table
A collaborative effort with our culinary, creative, and marketing teams, we developed a Kids in the Kitchen eBook designed to empower kids to roll up their sleeves and have more fun in the kitchen with kid-friendly, original recipes and hands-on, brain stimulating activities. Besides extra smiles during a tough summer for families, our primary goal, given Julia’s table was an emerging CPG brand, was to accelerate brand awareness while engaging and providing consumers with value to build a long lasting relationship. We made this happen by launching the eBook with a robust social media paid advertising campaign, including influencer partnerships.
The Experience
Off the bat, our paid campaign resonated with the community and was successful in increasing brand and product awareness. As we optimized our paid media campaign, we were able to increase the click-through-rate in the second month by 16x, delivering on our goal of driving website traffic to download the eBook. A campaign that was born out of the desire to bring positive value to families while in lock-down, also satisfied various business goals simultaneously. Due to the success, Julia’s table decided to pursue this as an ongoing initiative and released their second edition in Winter of 2021.
The Fruits of Our Labor
12.2k
Clicks to eBook
6.2M
Impressions
40%
IG Follower Growth
270%
Increase in Web Traffic
Delicious family-friendly recipe content and drool-worthy food photography wrapped up in a beautifully designed, engaging eBook was the recipe for success. We crushed multiple goals simultaneously: increasing brand and product awareness, driving website traffic, capturing audience data for future retargeting, and building consumer relationships by providing them true, relevant value in a time of need.
“We love working with Heart. We think so much of what you do and what you’re about.”
Nate Fisher
Co-Founder, Julia’s table
