Client: Wright brothers
Driving traffic and online sales for Wright Brothers
Wright Brothers is an established seafood wholesaler (supplying most of London’s Michelin star restaurants), with three of its own restaurants in the capital.
To survive the pandemic - and capitalise on the consequent trend for home cooking - Wright Brothers launched its D2C proposition, in the form of an online fishmonger… and sales boomed.
Once lockdown lifted and consumers started eating in restaurants again, Wright Brothers saw significant drop in their onsite traffic and sales YoY.
They came to us with the brief to:
Grow authority for the brand as an online fishmonger
Increase site traffic
Increase rankings and search visibility for the keyword term ‘online fishmonger’
Merry Fishmas
Christmas was a key sales period for Wright Brothers and it just so happened a turkey shortage was dominating the headlines. So, we decided to launch an alternative to the traditional turkey Christmas dinner, that would provide compelling reason for people to visit the website.
We created a bank of onsite assets that gave us multiple, irresistible reasons to link back to the website. This included recipes for a re-imagined festive spread; the world’s first Christmas dinner made entirely from seafood – that looked exactly like a traditional roast.
We pitched alternative Christmas food and gifts (seafood hampers and gift cards) to lifestyle and shopping journalists, with links back to recipes and product on the website.
We worked with Wright Brothers’ Head Chef to create 10 dishes. The alternative Christmas dinner included dishes such as a monkfish ‘turkey’, seaweed sprouts, scallop roast potatoes and a caviar Christmas pudding. We published the recipes online, so fish fans could re-create them at home, and journalists would have a reason to link to the website.
What’s this got to do with the price of fish?
By creating irresistibly linkable content and a compelling story, this campaign demonstrated the impact digital PR can have on organic traffic – and even sales(!)
Lapping up the results
IF YOU’RE INTERESTED IN WORKING WITH US ON YOUR OWN DIGITAL PR, GET IN TOUCH: HELLO@WEAREBOTTLE.COM