Social Media Management & Social Media Advertising
Earth & Wheat
Earth & Wheat emerged as a revolutionary sub-brand of Signature Flatbreads (UK) Limited, with a profound mission to combat food waste while promoting sustainability in the bakery industry. Confronting the prevalent issue of discarded baked goods due to cosmetic imperfections, Earth & Wheat introduced the world's first 'wonky bread' subscription service. By rescuing freshly baked goods deemed unsuitable for retail due to their unconventional shapes or sizes, Earth & Wheat aimed to revolutionise consumer behaviour while addressing environmental concerns.
Objective:
The primary objective of Earth & Wheat was two-fold: to champion the cause of sustainability and reduce food waste within the bakery sector, and to establish itself as a leading advocate for conscientious consumerism. Seeking to amplify its message and outreach, Earth & Wheat enlisted the expertise of a marketing agency to orchestrate a comprehensive launch strategy and ongoing social media management.
The Solution:
Spectra Marketing, led by Ann-Marie, devised a multifaceted B2C strategy tailored to Earth & Wheat's unique ethos. Leveraging its proficiency in social media management and online marketing, the agency crafted compelling narratives that resonated with environmentally conscious consumers. Emphasising the brand's commitment to sustainability and its innovative approach to food rescue, Spectra Marketing curated engaging content across various digital platforms, including Instagram, Facebook, Tiktok, Pinterest, LinkedIn and Twitter; and executed effective online ads and competitions to increase sales and customers.
The Results:
The partnership between Earth & Wheat yielded remarkable outcomes, catapulting the brand to national recognition within its inaugural year. Key achievements include:
Tangible Impact: Earth & Wheat 'rescued' over 500 tonnes of bread within the first 12 months, preventing substantial food waste while simultaneously donating over 250,000 meals to food charities.
Online Engagement: Through targeted social media campaigns and strategic advertising, Earth & Wheat achieved unprecedented online engagement, garnering millions of impressions and reach and driving thousands of sales. The brand's social media following experienced exponential growth, surpassing 28,000 within two years.
Customer Acquisition: Earth & Wheat successfully onboarded over 25,000 subscribers to its innovative bread box service, attracting half a million unique website visitors seeking sustainable alternatives in the bakery industry.
Industry Recognition: The collective efforts of Earth & Wheat and Spectra Marketing were honoured with the prestigious Bakery Industry Award for Sustainable Initiative of the Year in 2022, cementing their status as trailblazers in the field of sustainability.
Conclusion
In summary, Earth & Wheat's partnership exemplifies the transformative power of purpose-driven marketing in effecting positive change. By harnessing digital platforms to amplify its sustainability message, Earth & Wheat not only revolutionised consumer behaviour but also set a new standard for eco-conscious businesses in the bakery industry.