Started in 2015, Chef’d differentiates the consumer’s experience from other meal delivery kit companies by partnering with top chefs, food brands, and leading media to create delicious meals. The company wanted to solidify their differences, which also includes being an online meal store instead of a boxed subscription service. Delivering across the U.S., a customer can log in and order any amount of meals—of their choosing—at any time.
Building a Food Lifestyle Brand
Executives at Chef’d came to Moon Tide looking for assistance in creating a food lifestyle brand in the burgeoning meal delivery category. With the directive of targeting four consumer archetypes, we set forth to create a content-driven strategy that would help the company attract new customers and increase their lifetime spend.
Artfully Marrying Content and Commerce
With the Chef’d “magalog” we built a high-quality printed catalog that was designed to win new customers and sell more meals. Each original piece included captivating art and was surrounded by relevant buying opportunities. A perfect blend of editorial and catalog, we chose story subjects that we knew would perform well across a variety of channels.
Channel-Specific Micro-Content Is Highly Targetable
Moon Tide’s long-form content strategy was designed to be broken into smaller, channel-specific pieces that can stand on their own. Each piece of micro-content was purpose-built for the channel in which it was delivered in order to increase engagement with social audiences by sharing world-class content that was highly targeted. All content links back to Chefd.com to drive meal sales.
In addition to the micro-content we delivered to Chef’d for its own channels, Moon Tide also created unique content for each of the partners included in the magazine. This allowed Chef’d to hand off a social package for its key partners to easily share with their own social communities.