Case study

How Dr. Will's grew 30,000 followers and supported listings with Waitrose, Ocado and Co-op

Dr. Will's came to us to raise their founders' voices on LinkedIn. The content grew a 30,000-strong audience, drove 2.5 million views and supported listings with Waitrose, Ocado and Co-op.

Headline figures

30K+

Followers added to founder profiles

2.5M

Views across organic LinkedIn content

3

Major retail partnerships secured

They've helped us to post content consistently and grow our founder's LinkedIn pages to 30,000+ followers in just 9 months. They're also great people to work with and are constantly thinking ahead.

About Dr. Will's

What they do

Sauces made with better ingredients and no unnecessary additives

Industry

Food & Drink

Engagement

Content

TL;DR

Dr. Will's makes sauces with better ingredients and no unnecessary additives. The product had shelf momentum; the brand presence had not caught up, and retail buyers had no reason to have heard of them before a meeting. noticed. put the founders' voices at the centre of a content programme.

• Audience: 30,000+ followers and 2.5 million views across founder profiles in eight months.
• Retail: major listings with Waitrose, Ocado and Co-op.
• Unexpected: a direct line to customers that fed insight back into the business.

Challenge

The buyer you need to convince looks you up before the meeting, not after.

The product was gaining traction on shelves. The brand presence had not caught up with that momentum, and the retail buyers Dr. Will's needed had no reason to have encountered them.

In food and drink the listing conversation is short and the preparation for it is everything. What a buyer finds when they search the brand is part of the pitch whether anyone planned it or not.

Two jobs, one programme

Grow an audience, and give retail buyers something credible to find.

These usually pull in opposite directions. Audience-building content optimises for broad appeal; buyer-facing content optimises for credibility with about forty people. Running both through the founders' profiles is what let one programme do both.

• The founders as the voice, because a challenger food brand is bought partly on the conviction of the people behind it.
• Content that stands up to a buyer's check, so the brand a buyer researches looks like one with momentum behind it.
• An audience worth having, genuinely engaged rather than assembled, which is what made the customer feedback loop possible.

What a retail buyer finds

The listing meeting starts before the meeting.

A category buyer at a major grocer will look up a challenger brand before deciding how seriously to take it. What they find is either evidence of momentum or evidence of its absence, and that framing is set before anyone has said a word about margin or range.

• Founders with a visible following reads as a brand with demand behind it rather than a brand hoping for distribution.
• An engaged audience, not an assembled one, because a buyer can tell the difference and so can the algorithm.
• Consistency over spikes, so whenever the research happens, there is something current to find.

Results

Eight months of founder-led content, with the retail outcomes running alongside.

Audience

More than 30,000 new followers across founder profiles, and 2.5 million views.

Retail

Major listings secured with Waitrose, Ocado and Co-op.

Insight

A direct line to customers that fed feedback back into the business.