Forman and field logo

Forman and Field

Content Strategy

Background

Forman & Field are a high-end gourmet hamper producer in London. They target high spend and time poor customers who want to add something unique to special occasions like Christmas, Easter, Hannukah, Valentine’s Day and other occasions, with delivered hampers of gourmet goods.

Working agency-side I helped Forman & Field to articulate their content strategy and to find the right mix of content in order to promote their seasonal Christmas hampers to their target audience/customer personas: Gen-X and Gen-Y, busy, city workers in London and regional cities who love gourmet food but don’t have time to make it all themselves.

Implementation

  • The creation of a calendar of content topics according to seasonal demand and seasonal food hampers that are available.
  • Pitching out content topics to freelance content writers, managing and editing their work, giving feedback and coaching on copy.
  • Targeting off-site blogging campaign on reputable lifestyle and foodie blogs in the UK, with high quality and relevant content that piques the interest of the target audience.
  • Working with an off-site ppc team and creating keyword rich content for PPC ads and copy for landing pages, optimising the landing pages for conversion with compelling copy on seasonal products and limited time offers.

Infographic creation for Forman & Field

Working with their in-house comms team, I created a concept and worked together with a design team to deliver an infographic about English wine (a feature of their hampers) to coincide with the Queen’s Jubilee and to capitalised on the festive atmosphere at the time. The question posed, why would you pay for French wine when you can have equally good English wine from Forman & Field. The infographic was posted to partner sites and aided in the first stage of the buying cycle, helping familiarise the audience with Forman and Field’s high quality food and wine.

 

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