Primal Kitchen
Content marketing campaigns, email strategy & management
Keto Month Landing Page Snippets
Keto Month Email Snippets
Social Media Graphics
Instagram Infographics
Primal Kitchen food philosophy brand identity: Avocado & olive oils, protein, vegetables. Clean ingredients, lower carb, heart-healthy fats, quality protein.
My role: Ideation, creative direction brainstorming, wrote copy
Primal Kitchen 7-Day, 7 Salads Challenge
Email Lead Generation & Salad Dressing Brand-boosting Campaign
Problem to solve: How might we create a simple way for all users to eat more healthfully (not just keto or low carb), pitch the challenge to influencers and mainstream media to increase brand recognition, and generate additional revenue?
My role
1. Created and pitched the idea to senior leadership. Created and tested all salad recipes.
2. Developed the lead-gen idea and campaign; wrote all of the copy and directed the design process, including meal prep and recipe videos. Built email campaign in the ESP, set up all discount codes and add to cart buttons in Shopify, and set up tracking for the campaign. Created the landing page and helped direct the promotional strategy, leveraging our owned blogs, social media channels, engaged Facebook groups, partners and influencers to increase awareness.
3. Iterated the content to include exclusive meal prep and planning video series based on user feedback from surveys.
Results
1. Added 15,000 new email subscribers.
2. Retained high email open rates for the 7-day campaign (55–60%).
3. Increased traffic to Primal Kitchen's Youtube page by 30%.
4. Increased traffic to salad dressing product pages by 25%.
Community Building & Thought Leadership on Youtube, Facebook & X
Problem to solve: How might we provide users with a free way to connect with revered thought leaders without having to sign up for anything or make a purchase?
My role: Created these live events on Youtube, Facebook, and X to give back to community members, garner excitement on social channels, and generate buzz around the live events by leveraging hashtags and sharing with partners and influencers with lots of followers.
Results
1. Increased traffic to Youtube channel by 60% with 1 video premiere party.
2. Increased member engagement on Facebook by 60–70% with each Ask Mark Anything live chat.
3. Grew number of X followers by 15%.
Photos & graphic design by Janee & Kali Meadows. All copy, photos, and designs are property of Primal Kitchen & Kraft-Heinz.
