Root Down Portobello
Root Down is an independent, family-ran greengrocer and whole foods shop on Edinburgh’s coastline, offering farm-fresh produce, international pantry staples and health foods.
Following a change in ownership, the business required a refreshed brand identity and stronger digital presence to retain loyal customers while attracting new audiences.
The Challenge
The business lacked a cohesive brand and online ecosystem, limiting visibility, while customers were also often inclined to shop with competitors due to percieved convenience.
Marketing needed to communicate clear value and differentiation, while building a strong brand community both online and in-store.
The strategy
I developed a community-oriented marketing strategy focused on grassroots brand storytelling, accessibility and loyalty cultivation.
The goal was to strengthen customer relationships and emotional resonance with the brand, while increasing percieved value and spend-per-visit.
execution
Website design and build
Ecommerce catalogue creation of over 500 products
Brand identity development
Social media management and analytics reporting
Digital content strategy and content creation
Graphic design of promotional assets and print materials (loyalty cards, merchandise and flyers)
Collaborations and partnerships outreach
Directory listings, PR outreach and press generation
Outcome
Through this consultancy, I have established a cohesive digital and visual brand identity for the business, strengthened their engagement with their online and local community, and improved customer retention through loyalty-boosting communications and incentives. Additionally, through clearer value positioning, more customers are selecting Root Down over competitors, and average spend-per-head has risen by 34%.
“We recently asked Daisy to set up a simple website and to write a marketing strategy for our fruit, veg and food business. I have been really impressed with her work. Daisy chatted to me about what we were looking for and then just made it happen, tearing through a huge amount of work in a short time and turning our vague thoughts into a reality. She asked the questions that were necessary but there was no fuss or hassle so was great to work with. She quickly provided us with a solid draft site and a comprehensive and well thought out marketing strategy. Having done all the heavy lifting she was still receptive to feedback from us and discussion of further ideas or refinements. The main thing was she just instinctively understood what we were looking for and got on with it. If you’re looking for someone with great marketing ideas and a real knack for finding the right tone and channel, Daisy could be just the person you are looking for!”
— Harry, Root Down Operations Manager