Grace Food UK

Flava, spice and everything nice

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The brief

Grace Foods is the UK’s leading supplier of Caribbean food, yet they’ve struggled to get the right flavour balance to convey their business vision, product specialities, and authentic Jamaican heritage through Social Media over the last five years.

Grace Foods knew they needed to start developing engaging stories around their four key brands, Encona, Grace, Irie Eats, and Nurishment, via Social Media, but they didn’t know where to start. They needed the chicken to their (Special Edition) Jerk sauce, and what better partner to take them on this journey in their 100th year than Engage with our very own secret sauce?

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The challenge

As challenging, creative and modern thinkers, we knew that to reach their business goal of increasing footfall to supermarkets, we needed to develop one holistic Social Media strategy and strong Key Performance Indicators (KPIs) to measure success and growth.

Our mission was to improve their online customer sentiment and motivate audiences to seek food outside their everyday culinary routines through new engaging content types (such as Reels, Tik Tok and Carousel) to develop the relationship between the fan, the customer, and the brand

What did we do?

In the last 8 months, we have activated four brands across 4 Social Media platforms supporting their global mission to become the household name for Caribbean food.

We’ve executed powerful, bold, mission-led campaigns, helping shake up the FMCG world and passing products into the hands of new customers through inspirational and delicious content.

MoM we’ve positively reflected the diversity of the brand’s products (and their uses) by increasing content around their range, their occasions for use, and reassurance about their taste & flavour (I mean, how hot is hot sauce?!). We developed messages using trending formats such as video, influencer content, animation, and reels.

“We’ve developed a great partnership with Engage, who have taken our core four brands to the next level. As a team, we’ve generated more followers, more engagement, and positively supported footfall to drive the sales of our products.”

Vandu Patel, Senior Marketing Manager

We’ve optimised each brand’s audience targeting through tailored ad campaigns to connect with new and existing users across Facebook and Instagram. We increased footfall to supermarkets through tactical messaging and measured this through geographic sales volumes.

And, if that’s not got enough spice for you, we’ve also defined a workstream that reflects the client’s internal needs. We’re working more innovatively as an extension of their team, reviewing the progress of our planning QoQ, and maintaining a healthy relationship.

How it went

We have seen strong, consistent, and profitable brand growth across all four brands on each channel in just eight months. The results are pretty ‘flavoursome’ if we do say so ourselves! Not only have we increased their social media following by over 2.8k, but we have also seen a massive increase in engagements by a tasty 145%!!

Let’s talk results

  • 2.8k Increase in followers
  • 145% Increase in engagements
  • 25.2m Impressions
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If that hasn’t quite impressed you just yet, did we mention we have seen over 25.2 million impressions? And with an average CPE of £0.04 maintained across all four brands, we know we’re on the right path for continued success and growth.
These brands are unstoppable!

And the client thinks so, too:

“We appreciate their attention to detail and creative approach to bringing our brands to life through digital activation and remaining consistent over the last 8 months.”

Vandu Patel, Senior Marketing Manager