Case Study #3:
Westerly Kitchen
The Challenge
Near the start of my marketing consulting work, I was reached out to by Westerly Kitchen, a meal delivery service based in Seattle, who wanted to expand its reach into the local plant-based meals market.
We needed to position these offerings in a way that resonated with health-conscious customers, while driving visibility across search and paid channels in a saturated meal delivery space. We needed to craft a landing page and campaign that worked seamlessly across platforms.
The Process
I designed and built a new plant-based landing page on Shopify, ensuring it was optimized for keywords like “plant-based meal delivery Seattle” and “vegan meals delivered.”
I then launched several PPC ad campaigns across paid search and social promoting the new offerings. We used Google Keyword Planner to identify mid-competition, high-intent keywords and aligned these with the copy on both the landing page and our Google + Bing Ads.
I also contributed to the brand strategy, positioning the new offerings around freshness, convenience, and sustainability.
The Results
The page saw a 45% increase in organic traffic within the first month and helped drive a 31% boost in plant-based meal sales quarter over quarter.
Paid search campaigns converted at 4.9%, and the plant-based line has since become one of Westerly’s top-performing categories and continues to grow month over month.
Key Takeaways
1. SEO and PPC alignment is crucial to campaign success.
2. A specialized landing page can help customers feel the offer is made just for them.