Plant the Seed, St. Leonards-on-Sea

01 — Project details

Plant the Seed was a thriving vegan sandwich business I owened and ran between 2020 - 2024, honing my entrepreneurial and managerial skills all the while managing our strong social media presence and digital strategy.

02 — Creative process

Our brand identity is reminiscent of a 1970s sandwich deli: mustard yellow with bold, chubby fonts. It's playful, trustworthy, whimsical.

We have built a very dedicated customer base through consistent high-quality food pictures, behind-the-scene videos and customer engagement.

03 — Recipe Sharing:

Since the business stopped trading, we now share high quality content through sharing our top secret recipes.

This one ammassed 4,800+ likes, 2,600+ shares and 70k+ views on TikTok.

The idea with recipe sharing is that is builds trust and loyalty by offering value to followers, positioning Plant the Seed as transparent and generous.

It also enhances our authority in the plant-based niche, showcasing expertise and encouraging people to turn to Plant the Seed as a go-to resource.

04 — Design & Copy:

In addition to running the day-to-day of the business, I wrote & designed all content and copy across social media, menus, leaflets and articles.

05 — Results:

• We estimate that up to 50% of our custom came from organic and paid social media marketing

• 7.2k Instagram followers, 1.5k Facebook followers, 3.5k TikTok followers

• A total of 12k+ social media followers grown from scratch (a massive achievement for a niche business in a small seaside town)

• 6.9% engagement rate on Instagram

• 400k views on TikTok