The team of So Fresh first contacted MEmotion back in 2019, marking the beginning of a long-term partnership. So Fresh is a fast, yet healthy eating establishment with locations in Varna and Sofia, as well as online orders in these two cities.

Since the end of 2022, the focus shifted to increasing the brand’s recognition in the Sofia market and boosting online orders in both Sofia and Varna. Our challenge was to successfully establish the brand in the Sofia market, where there is already strong competition with well-established players. Our task was to capture the attention of people looking for healthy food even in their busy daily lives, by presenting all the unique features of the brand. To achieve this, we had to completely update the website for a better customer experience and increase the volume of content.

As a quick and healthy dining spot, offering original recipes and the best possible healthy, balanced products, the management team expected consistent foot traffic at their locations and a significant number of online orders, both in Sofia and Varna. Achieving this was difficult without updating the website and having a clear content strategy in place.

The MEmotion marketing team was tasked with positioning So Fresh as the go-to place for active people who care about their health, desire a balanced menu, but have little time to spare.

Our goal was to attract customers with middle to high incomes, while first solidifying the brand’s impeccable image, which stands out from all competitors in the market. For So Fresh, it was crucial to distinguish itself from competitors in order to continue its growth and open more new locations in the capital.

• Increase brand recognition
• Promote the locations in Sofia
• Boost online orders through the website Sofresh.bg

Communication Strategy

By using a systematic methodology, we built the strategic communication framework through which the brand communicates with its users, ensuring it fully reflects the essence, philosophy, and mission of the brand.

Design Concept

We established a unified and consolidated communication approach using fonts, colors, and graphic elements to create brand authenticity and uniqueness.

Online and SWOT Analysis

We analyzed the strengths and weaknesses of the brand, growth opportunities, and potential threats formed by market dynamics and consumer attitudes. A similar analysis was conducted for direct competitors.

SEO & UX Design

We updated the UX design to ensure that users could easily navigate the website and place online orders, while the proper SEO strategy made it easier for the brand to be found in search engines.

Web Design & Copywriting

The web design was built with a focus on the core brand elements and color scheme, while the copywriting highlighted the unique features of the brand.

Marketing Mix & Positioning

After a systematic analysis, we defined the precise positioning of the brand, which was then communicated through a mix of the most relevant marketing activities for both the brand and its target audience.

Professional Photography

Twice a year, during the seasonal menu change, professional photos are taken, following the overall brand concept.

Authentic Videography

A service highly favored by businesses, with a major focus in 2023 on creating authentic video content monthly at So Fresh locations.

Social Media Management

Regular content posting on Facebook, Instagram, and Google My Business, using all formats to communicate the brand’s core values on a weekly basis.

Digital Advertising on Meta

We maximized the advertising budget on Meta by using Engagement, Traffic, and Local campaigns to reach new audiences and engage the already warm audience.

Influencer Campaigns

With the right combination of influencers from different levels and industries, we promoted the brand to a segmented audience.

Regular Blog Content Creation

Since September 2023, blog content has been regularly published, driving more traffic to the website and lowering the cost per click on Facebook ads.

Top 3 Results

• 6352% increase in Facebook Link Clicks
• 812% increase in Minutes Viewed
• 291% increase in Facebook Visits
  

Increase in the Number of Orders through the So Fresh Website

After all the hard work in 2023, 2024 has started with equally great results. A positive trend is observed in the number of orders for the Sofia market, further proving the brand’s recognition and trust for frequent orders.

The total number of orders for Sofia in 2023 was 183*, which is about 1% conversion, while the average industry conversion rates range between 0.3% and 0.7%.

For comparison, from January 1 to May 16, 2024, 114 orders have already been reached, which is a remarkable growth, and this trend is expected to continue until the end of the year.

*The establishment works with delivery partners, and this does not represent the full count of all online orders.

In April 2024, So Fresh appeared on the Healthy Weekend show on Code Health TV, hosted by the star Slavena Vutova.

This partnership gave us the opportunity to apply the “content recycling” technique. From a 20-minute video appearance, we multiplied various types of content across different channels:

• 1 Facebook post
• 2 Instagram posts
• Giveaway with over 500 participants
• Blog article on the website
• 6 reel videos on Facebook & Instagram
  

Explore more examples of case studies and all our other projects. We would be delighted to achieve even greater results for your brand together. Contact us now, and let’s find the most suitable marketing and branding solution for your business.