Prep Kitchen, online meal prep and delivery service, needed to increase brand awareness and improve visibility in the highly competitive and growing meal prep industry. It also needed to secure footing within the press to stand out amongst competition, boost organic discovery online, and increase organic revenue.

With no prior digital PR campaign experience, Prep Kitchen needed its first campaign to deliver immediate impact and persuade time-starved cooks that this was the option for them. The target? Achieve 75 media placements to set the stage for increased brand awareness and rapid business growth.

We began by diving deep into search intent research, using Paid Search data to uncover a critical insight: consumers were finding older, more established competitors online instead of Prep Kitchen. To combat this, we fast-tracked Prep Kitchen’s digital maturity, deploying a commercially focussed organic strategy that got them found earlier. This strategy was relevancy-led, using our proprietary technology Salient. This relevancy-led approach wasn’t just about playing catch-up; it was about taking the lead at the touchpoints that matter.

We utilised Prep Kitchen’s in-house Nutritional Therapist for link-building, strengthening the trust signals in them as a brand, and solidifying them as the industry authority for food health. This also allowed us to comment on breaking news stories and cultural moments such as the Euros and Glastonbury.

We pitched stories with attention-grabbing headlines such as ‘You need to stop eating this 1 thing before exercise’ and ‘Simple hacks to look fresh by next week’, ensuring that Prep Kitchen’s stories didn’t just get noticed—they got people talking.

We continuously implemented a variety of PR tactics to increase brand awareness and SERP visibility while building out onsite content to improve Prep Kitchen’s site overall to ensure we took advantage of higher traffic to give the brand the best chance of engaging those new potential customers. After establishing our keyword priorities, we ideated around these concepts setting out a six-month roadmap.