Mindful Chef

Healthy food
DelivEred

Tribe were tasked with making development changes to Mindful Chefs frozen food store on Shopify Plus to bring it more in line with the core meal-kit website.

Minor amendments included changes to the menu header and footer to better reflect the same UX as the main website. Changes were made due to an internal restructure of the navigation items and iconography.

Shopify Plus development

Visual amends were prototyped in Figma in advance to ensure the team were happy with the direction we were taking before implementation.

Create custom ‘add to cart’ toggle for single and double portion product variants for the Shopify Plus store. This also had to be integrated and work with their bespoke cart drawer, a custom side panel cart overview that slides out when products are added.

Character length rule

Implement a programmatic character length rule which forces product titles of a certain length onto a second/third line. In doing this, the rule is applied to other products which sit on the same row. This then ensures the add to cart buttons were aligned in a more consistent manner, regardless of screen size.

Mindful Chef Character Length

Mobile amendments

Final amendments were made to bring the mobile design more inline with the desktop site as well as adding and fixing a few spacing and typography issues to bring more consistency throughout the website.

Mindful Chef Mobile

Paid Social

To drive value in terms of awareness and conversion, we focused the limited start-up budget on paid social. This would encourage community building across Facebook and Instagram, as well as traditional media metrics of low CPM + high ROI.

Tribe sweated the assets available and continuously optimised the audiences to deliver a variety of messages that included education around the meal-kit category, informing viewers of Mindful Chef’s USPs and ensure wide-scale brand awareness to assert brand leadership in the space.

Mindful Chef Paid Social

Paid Search

PPC was critical for driving acquisition with high-intent customers, actively looking for a convenient, healthy eating solution. After conducting keyword research to evaluate the suggested key phrases, it became clear that the original terms were far too niche to meet CAC expectations. The phrases were broadened significantly to focus on ‘healthy eating’ rather than niche terms such as ‘paleo diet’.

Mindful Chef PPC

YouTube Advertising

Video content is essential but many brands do not optimise their YouTube channel effectively. We established the channel and setup in-stream and pre-roll advertising focused at the health and fitness conscious users of YouTube within the UK.

Mindful Chef Youtube