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Brodino Broth Co.
Brodino Broth Co. is an Orange County-based scratch-made soup company owned and operated by Evan Katz. A fan of soup since childhood, Evan was tired of the lackluster options available at grocery stores, so he set out to create soups that would be the closest thing to homemade you’d find on the market. Compared to the bland boxed & canned options typically found on shelves, Brodino utilizes the freshest organic ingredients while integrating superfoods to create soup (and broth) that is not only delicious, but equally as good for you!
With summer approaching, Brodino knew it was entering a slow season, so we suggested investing in more diverse creative assets and launching monthly emails. Evan also realized this was a perfect opportunity to have us revamp his website in the process, so knowing that we were creating content for social and web, we put a plan in action to renovate Brodino Broth Co.’s esthetic as well.
- Create lifestyle shots that properly represent the aesthetic and vision of the owner.
- Have consistent set studio shots for all soups.
- Improve user experience on the website.
- Keep in mind vertical and landscape formats for use across multiple digital channels (social, email, web, and advertising).
- Test new creative in ads for improved results.
- Map out the new website and what would improve conversion rate.
- Develop a monthly email strategy to provide consistent results and proof of concept to keep these going.
- 93+ lifestyle and 20 studio product images created
- 5 videos produced
- 4 emails sent resulting in over 135 orders
- 760% increased engagement on ads using new content
SOUP IS ALWAYS IN SEASON! By finally setting time aside to have their soup professionally shot, Brodino Broth Co. was able to finally get the content that they had been looking. No l0nger showcasing soups in jars for their paid ads or social, Brodino had photographs to showcase to current and new customers. Not only was the Brodino happy, the new images directly correlated to increases in sales and customer content recall.
In addition, the implementation of the creative content in email marketing and the website led to direct feedback from customers. These customers relayed that they were happy with seeing a more diverse range of shots while also becoming more engaged with user experience on the website (leading to better adjustments).
Implementation + Creative Ideas
To elevate their digital content, we first captured every soup (10 in total) in a lifestyle setting to give a more inviting feeling to the brand. We created photos and videos with the campaign focus of “Soup Is Always In Season” using a variety of:
- Flat Lays
- Real Life Scenarios
- Studio Shots
- Email Marketing
Prior to this project, Brodino was not leveraging email marketing. Knowing that we had new creative in the works made the design process easier and consistent with other platforms. While we wanted to make sure each email brought in a return, Evan wanted to avoid a heavy sales angle. We decided on using the emails as a platform for humor, education on the benefits of scratch-made soup and bone broth, and flavor highlights.
We redesigned the website to be more user-friendly and better utilize the new imagery created. Instead of every soup being nested under one overarching soup product, the website needed to be shoppable by each soup, featuring a studio flat lay image, ingredient list, and nutritional facts.
With the updated catalog on the website, we were able to properly set up Instagram Shopping as well. The farmers market page was updated to be current and mobile-friendly, along with creating a gallery page too.
Email Marketing Results:
- Purchases: 138
- Avg. Purchases per Email: 35
- Sales Total: $5,789
- Average Sales Total: $1447.25
- Open Rate: 36% avg.
- Click to Open Rate: 5.75%
- Best Email Sales: 48 purchases for $2,257
Broth Co. Website Updates
There are many things that impact a final sale. Diverse, attractive, subtle ongoing marketing through images and videos, straight forward and convenient messaging through emails, and a good user experience on the website. By leveling up all of these things, the impact made on Brodino’s sales was impressive and led to continued work in these same areas.