Goodfood Market Corp.
Create experiences that inspire joy and help people live longer on a healthier planet.
Goodfood is a Canadian online grocery and meal kit company dedicated to making healthy eating easy and accessible. By providing fresh ingredients and delicious recipes, it helps customers save time, reduce food waste, and enjoy better meals at home
Overview
I led product positioning, market research, messaging, and content strategy for Goodfood’s partnership with St. Lawrence, a Michelin Guide restaurant. This collaboration featured two premium meal kits designed by the restaurant’s chef, offering customers a fine dining experience at home.
Objective
Showcase premium meal kits with ingredients curated by St. Lawrence’s chef, Chef Jean-Christophe.
Increase customer acquisition, retention, and satisfaction through exclusive offerings.
Drive incremental revenue and strengthen Goodfood’s brand as a premium meal kit provider.
Strategy & Execution
Developed the go-to-market (GTM) plan, aligning messaging across paid media, email, PR, organic channels, and the website.
Conducted market research to refine product positioning, ensuring the messaging resonated with Goodfood’s target audience.
Launched a promotional video featuring the St. Lawrence chef, incorporating it into multi-channel campaigns to maximize reach.
Coordinated cross-functional efforts to integrate the campaign smoothly into paid ads, email communications, and organic content.
Results
Generated ~18% incremental revenue and improved customer retention by over 20%.
Achieved high adoption of the featured recipes, with strong customer engagement.
Enhanced brand perception and customer satisfaction through the exclusive partnership.
Positively impacted customer acquisition costs by roughly 12% by attracting new users with premium offerings.