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 messaging, competitive analysis, content strategy, and brand positioning efforts for a campaign highlighting Goodfood's partnerships with local suppliers and their sustainable practices. This campaign was strategically aligned with Goodfood's mission and values as we pursued B Corp certification, reinforcing our commitment to environmental and social responsibility.
Objective
Emphasize Goodfood’s dedication to sustainability, demonstrated through local supplier partnerships, as part of our B Corp certification journey.
Boost customer acquisition, retention, and satisfaction by showcasing ethical sourcing and high-quality products, aligning with our customers’ values.
Establish Goodfood as the go-to sustainable meal kit provider, supporting both brand differentiation and long-term customer loyalty.
Strategy & Execution
Go-to-Market (GTM) Strategy: Crafted a GTM plan to reinforce brand messaging across paid media, email, PR, and social channels, providing a holistic customer experience that emphasized Goodfood’s B Corp certification aspirations.
Competitive Analysis: Analyzed competitor product positioning & strategy to underscore Goodfood's unique value proposition in sustainability and premium quality.
Content and Channel Strategy: Created multi-channel campaigns, including high-production videos featuring videos highlighting local pasta, meat, seafood, and mushroom suppliers. Each piece tied back to our pursuit of B Corp certification.
Cross-Functional Integration: Worked across marketing, partnerships, and PR teams to ensure smooth integration of campaign assets into targeted ads, email campaigns, and organic content, building a cohesive narrative of our B Corp-related efforts.
Results
Increased customer retention by 7%, showing improved customer loyalty and brand alignment with values-driven consumers.
Boosted Net Promoter Score (NPS) by 3 points and Customer Satisfaction (CSAT) by 1.5 points, indicating stronger brand trust and customer engagement.
Strengthened Goodfood’s positioning as a sustainability leader, reinforcing our B Corp mission and deepening customer loyalty through responsible and transparent partnerships.