Recipe boxes are everywhere, from organic fruit and veg champions Abel & Cole and the healthier than thou Mindful Chef, to the globetrotting gourmet meals of Gousto. The latter aims to ship a whopping 400 million meals to UK homes by 2025.
Looking for something a little more niche? How about the one for sweet-toothed vegans, a kids’ special or Italophile heaven perhaps? Although some question the sustainability of this industry, it hasn't taken long for Waitrose and other supermarkets to also join the fray. That’s because they know a good opportunity when they see it.
The public’s appetite for quick, healthy and chef-y dishes is at an all-time high, yet many have never felt more time-poor. The answer could be a subscription-based service that spares them the supermarket, provides weekly inspiration and minimises waste. Instead, customers pick what they fancy and in a few simple steps they could be tucking into their own delicious creation. Well, sort of.
But what if you usually sell ingredients rather than the finished product? Will customers be as keen to give it a go? Enter Red Rickshaw, the UK’s largest online Asian grocer. They supply everything from impossibly sweet Alphonso mangoes to Halal meat, ghee, exotic spices and aromatic pastes. Founder Jyoti Patel wanted to show the full breadth of Eastern cuisine beyond curries and stir-fries. So she decided to experiment with a project called Feast Box.
Her aim was to give customers the confidence to create authentic and wholesome meals at home using Red Rickshaw produce. A better option than the takeaway, and a cheaper one than the restaurant. She asked me to write the copy for the soft launch website in less than a month.
This was challenging for several reasons. Feast Box has a slightly different audience to Red Rickshaw so we couldn't lean too heavily on reputation. The product was still in development (particularly the back end) along with the brand identity. This made it quite difficult to find a tone they could own, and to get all the answers to those important FAQs.
Process is a big part of building trust with a customer. It’s not just about how tasty the food is. They need to know how to order, if they need to subscribe, how to cancel, how to avoid allergies, what happens it they are out when the box is delivered…
Ultimately, the copywriter’s role on a project like this is to be thorough, ask all the right questions and then to convey the key information in the most compelling way they can.
– Competitor analysis
– Keyword analysis
– Founder interview
– Site copy (Homepage, About Us, Process, FAQs)
– User testing
– Site review
"We needed the job done fast and we needed someone who could grasp what we wanted without an extensive brief or brand guidelines. The biggest fear on projects like this is that the copywriter or designer will not understand what's required. Amar quickly identified what we needed in terms of copy and suggest improvements in other areas.
“He is not just a great copywriter, he also has a solid understanding of digital business, user experience and customer journey. This allowed him to do a lot of the heavy lifting on the project. If you are looking for a copywriter that will take an interest in your business and help guide your customers from first contact to conversion, Amar is as far as you need look.”
(Dominic Ferry, Head of Marketing, Red Rickshaw)