MOTHER ROOT: HARNESSING THE POWER OF A MARQUEE MOMENT

What's the point of creating a tent-pole moment in your marketing calendar if you haven't got the systems in place to maximise it's impact?



The Background


Mother Root are non-alcoholic switchel brand, who create alcohol-free aperitifs to excite your tastebuds and make you feel good.


Existing primarily as a direct to consumer online brand, we worked with them since early 2020 to help accelerate their presence within the wider UK digital audience and drive sales of their delicious switchel.


What We Did

Having secured a slot on Saturday Kitchen, we knew this was an opportunity to sustain consistent sales, rather than a simple “flash in the pan” moment.



We created a remarketing audience ahead of the feature, ensuring all traffic that came to the site during and after the Saturday Kitchen appearance would join this group. This allowed us to send customised, Saturday Kitchen-based messaging across search and email.



Positive feedback and comments were noted and then used as testimonial ads on social and display, including praise from Yotam Ottolenghi. This allowed us to target a wider ‘foodie’ audience and drive further action to the brand.


 

The Results

95% of brand-wide revenue driven through Google Search over the month.
7.5x increase in monthly revenue.
400% increase in monthly sales.
6% conversion rate onsite.