the client

Gobble

Gobble is a San Francisco-based premium meal kit company that was acquired by Intelligent Foods in 2022. While they were regularly posting on their Instagram and Facebook pages, their content consisted solely of food photography. Orchestra was enlisted to rethink their strategy with new types of content to better engage their audience.

the Project

Social Media Management

what we did

We planned out a social strategy that included product-forward messaging and a strong focus on the brand pillars (quick meal prep, cooking and sharing food with loved ones) at the forefront. Content was largely geared towards families, with minimalistic design elements like dominant use of brand colours, clear text and food photography. The content calendar was influenced by client-dedicated posts to promote seasonal offerings, weekly menus and new product releases and world-influenced events like holidays and produce seasonality. We also tested several styles of content including on-trend memes, education pieces on relevant ingredients or cooking techniques and more.
Using a combination of branded assets, trend-based formats like memes, we created visuals to fill the following content buckets:
  • 'Did You Know' posts to provide additional information and value to followers
  • 'Meal Features' to promote to prospective/lapsed customers and remind active members to place their orders
  • 'Chef’s Tips' posts to increase educational value
  • Text Graphics to emotionally connect and invite engagement
  • Seasonal Promos like limited-time holiday/seasonal kit offers
  • Infographics and blogs to provide additional information
two floating phone mockups showing examples of the Gobble social media account.
We increased impressions from ~20M monthly to over 1MM by the end of 2023
Cellphone screen outline showing an instagram reel
Cellphone screen outline showing an instagram reel
Instagram post of a yellow with white text that reads 'I'm on a seafood diet. I see food, I eat it'.social post showing gloved hands holding a lobster.Instagram post of a purple background with white text that reads 'I followed my heart and it led me to the fridge'.Instagram post of a purple background with white text that reads 'Eating is a necessity, but cooking is an art'. Social post showing a woman grocery shopping.Instagram post of a blue background with white text that reads 'Relationship Status: In a committed relationship with food'.Social post showing people enjoying a Fourth of July meal.
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