Brand launch and marketing strategy

Launching a new specialist food product into a competitive, trend-driven market required more than a strong identity. This wasn’t just another low-carb option – Robert Andrew Bakery were introducing low-carb sourdough, a unique product that combined health benefits with the feel and taste of traditional bread. This unique product required a brand launch and marketing strategy that established trust, delivered an ecommerce website to drive growth, and gave the product visibility in a crowded category.

We delivered a fully integrated brand launch and marketing strategy covering identity, packaging, SEO strategy, ecommerce store, email and social campaigns. Our focus was on clarity, credibility and craft, reflecting the quality of the product while making it easy for customers to discover it online, understand it and buy it.

By adopting a pared-back approach, we placed the product itself at the heart of the brand experience. The packaging and branding were intentionally restrained, using minimal colour and graphic elements to avoid distraction and allow the bread to take centre stage.

The logo mark was crafted as a stylised bread ‘cloud’, symbolising both the lightness and the health benefits of the product. This airy, uplifting form was paired with a logotype designed to convey heritage and authority – qualities that build trust and credibility. Subtle details – such as the gently curved crossbar of the ‘A’– soften the overall impression, ensuring the brand feels approachable as well as premium.

Product-focused imagery is central to the brand – light, clean and modern – evoking a sense of flavour and texture that draws the viewer closer to the product. Pairing the bread with appetising low-carb serving suggestions reinforces this focus, while keeping compositions uncluttered and free from unnecessary visual cues.

Our digital-first approach started with Facebook, where the target audience was already active and engaged, making it the most effective platform for building early traction. We also developed the brand’s voice across Instagram and TikTok to support future campaigns and broader reach.

We built reach and relevance by working with respected food and nutrition influencers and developing branded content and engagement strategies, which translated directly into traffic and sales on the ecommerce website we developed for Robert Andrew.

The strategic influencer partnerships, such as with diabetes-focused cookery author Emma Porter, also helped position the brand as a credible and informed choice for health-conscious audiences.

We conceived the website not just as a shopfront, but as a scalable ecommerce platform able to keep pace with our client’s ambitions. With most traffic to the website coming through organic search, SEO was embedded from the very beginning as a driver of sustainable growth. In-depth keyword research identified opportunities across product categories, while optimised product and landing pages made the site work harder for both users and search engines. Structured data improved visibility in search results, and technical SEO delivered fast load speeds, mobile-first usability and crawl efficiency.

Alongside this SEO foundation, every update was planned with sales growth in mind – from seasonal promotions that kept customers engaged to UX improvements and cross-sell functionality designed to maximise basket value. Automated processes reduced reliance on manual input, while integrated product reviews and regular content updates gave customers reasons to return and reassured them at the point of purchase. The platform has also supported international demand, with strong sales across markets such as the USA and robust levels of repeat custom.

By continually refining messaging and performance in line with analytics, user behaviour and evolving search trends, the website has become both a trusted shopping destination and a powerful engine for organic growth.

To nurture loyalty and support multiple purchases, we developed regular email campaigns targeted at existing customers. With over 1,600 subscribers in the first 10 months since launch, emails became a powerful channel to maintain engagement and drive conversions.

Alongside seasonal promotions and discount code emails, the automated flows we put in place ensured regular customer updates and timely follow-ups, such as cross-sell emails, replenishment reminders and review requests.

This mix of email campaigns drove sales spikes, kept the brand front of mind and built loyalty – contributing to 31% of all customers placing multiple orders in just 10 months.

Alongside email campaigns, integrated reviews on the ecommerce website reassured customers at the point of purchase, complementing the impact of email.

Imagery is every bit as powerful as messaging, and striking visuals are central to the brand’s success. We know how exceptional Robert Andrew’s products taste, but our new audience doesn’t – yet. People buy with their eyes, so we partnered with a professional food photographer and a specialist food stylist to capture the freshness, flavour and sheer craveability of the product – dispelling the myth that low-carb means bland.

From the start, customer response to Robert Andrew Bakery’s unique product has been overwhelmingly positive. We made it easy for buyers to leave reviews, and glowing feedback on Google consistently praises the bread. Making reviews visible reassured new customers at the point of purchase and encouraged further sales, reinforcing the credibility of a product carving out a new space in the market.

The success of the launch campaign and website created real momentum for continued product development. With strong demand, positive feedback and a growing customer base, the brand was well placed to expand beyond the original low-carb sourdough. Offshoot products like a dedicated keto line have followed – a natural progression shaped by customer insight, evolving needs and the strength of the strategy and platform we helped build. By putting the right foundations in place from the start, we gave the client both the clarity and the confidence to scale.