THE WHOLE VEGETABLE

Sophie Gordon is a plant-based chef and recipe developer, caterer, sustainability campaigner and entrepreneur. She runs the Whole Vegetable supper club and also caters for retreats across the globe, collaborating with Soho House, Oddbox, Lululemon, Free People, Foodism, Vita Coco and many other brands. Sophie’s platform is focused on plant-based and sustainable eating, environmental protection and wellness. Her first cookbook, The Whole Vegetable, shows us how to cook with every part of every vegetable, reduce waste, reinvent your leftovers and eat seasonally.

The objective of this campaign was to solidify Sophie's presence as a noteworthy chef and author within the vegan community. This goal was accomplished through various means. Firstly, we established and promoted a bi-weekly newsletter to engage and connect with readers.

Additionally, we executed a lead-generation Meta campaign, successfully building a database of enthusiastic vegans and foodies alike.

Furthermore, we established strategic partnerships, including an impactful collaboration with Riverford Organic Farmers. This partnership consisted of a two-week recipe box featuring all the necessary ingredients and step-by-step instructions to recreate a recipe from the book at home – all accompanied by an author bio and book details. These initiatives collectively elevated Sophie's profile and reinforced her influence within the vegan community.

THE RESULTS

A hugely successful partnership with Riverford; who sold a Whole Vegetable recipe box online for 2 weeks which included everything needed to make recipes from the book, step-by-step instructions with author bio & book information.  To create further excitement and engagement, we also sent this recipe box (along with a copy of the final book) to numerous influencers in the health and wellness space.

• Bi-weekly email newsletters from October – February

• Animated cover reveal asset

• Ran a lead-generation campaign to increase Sophie’s email database, increased subscribers by +309%. Email average open rate 51.6%

• Created ‘The Whole Veg Pledge’ – a pledge that was sent out with influencer copies encouraging people to make a pledge to reduce their food waste in 2022 and beyond. These were delivered as postcards printed on seeded paper in which the influencer could ‘sign’ and plant – from their pledge Wild Flowers would grow. Influencers who shared the book include: BOSH, Estee LaLonde, Veg News, Zanna Van Dijk, Derek Sarno, The Happy Pear

• Half page advert in Delicious Magazine and online advertising on BBC Good Food

• A competition with Waterstones to win a Belazu Hamper and 2x Tickets to a Supper Club

• A social competition from the Belazu platforms to win a vegan hamper & copy of the book

• Awareness competition from Sophie’s platforms to win an Our Place Always Pan and copy of the book on publication week (914 likes, 652 comments)

• Social competition with Drink Amie

• 6 months article contribution with TheHappyFoodie

• Instastory recipe reveals

• Paid advertising across Facebook, Instagram and Pinterest