Background
Cornalls is Shropshire's leading fishmonger supplying a high-end restaurants and consumers. The business' values has always had a focus on sustainability and provision of the freshest fish to its customers.
Wellmeadow had previously assisted Cornalls with a rebranding exercise, the essence of which was to reflect the owners' values and aspirations.
The business has ambitious growth plans involving moving from a regional supplier to being able to offer its produce to a national customer base.
This required a review and overhaul of the existing website and the development of an e-commerce platform. Alongside this, new business processes and systems had to be developed to enable smart order processing, customer services, and order fulfilment. Wellmeadow worked with Cornalls to understand the best technology stack which included HubSpot CRM integrated into Shopify.
The website required a significant amount of new content to be created to reflect the new direction of the business. In addition, with a desire to engage more with social media channels, Cornalls needed a way to generate engaging and educational content that would support their brand.
How we helped
As part of our work with Cornalls, we wanted to develop content that was as fresh as their fish! The main goal was to create engaging, interesting content for their customers to interact with, strengthening their brand positioning throughout.
The owner of Cornalls, Ian Cornall, had experience of cooking in front of an audience. In addition, he has several recipes published in a number of cookbooks, and we felt that this was too good an opportunity to miss. If we could use Ian’s culinary skills to transform his fresh fish into delicious recipes, this could create some engaging and valuable content for his customers.
We approached celebrity chef Marcus Bean, who was gracious enough to let us use his excellent facilities at Brompton Cookery School. Wellmeadow then worked with Cornalls to develop fresh, enticing recipes that were suited for a casual dinner or family meal. We then filmed these recipes being cooked by Ian at the Brompton Cookery School, allowing us to create hours of content. If you'd like to see a delicious pan-fried seabass recipe, watch the video below.
This created some beautiful content which can be used across their website and social media channels. The structure of this content means that it can be leveraged across multiple social media platforms, meaning that one recipe can potentially be turned into 50 to 100 pieces of unique content.
We also recorded Ian talking about his journey towards business ownership and how he sees the future of Cornalls developing. All of this adds to the overall storytelling element of the brand, helping new customers to build trust in a new supplier.
Wellmeadow also helped to turn the recipes into easy-to-use recipe cards. These recipe cards will be downloadable from the website and the online store.
This will help to drive a great experience for customers who can be inspired by the video, purchase the produce online, and use the recipe cards to create a delicious meal for their friends and family.
Results
Wellmeadow created a wide range of content from full-length recipe videos, interview pieces, and short form content for social channels. We also created recipe cards to be used as lead magnet and engagement/nurturing activities.
