Freja Foods – Social & Content Strategy
The Brief
Freja Foods (previously Take Stock) is one of the UK's fastest-growing D2C health food brands, producing award-winning bone broths. I joined as Marketing Manager on a three-month contract to overhaul the brand's social and content strategy, grow its consumer audience, and build an influencer programme that could scale beyond my time there.
What I Did
Developed and implemented a new content strategy across TikTok, Instagram, and email, shifting the brand's social presence from product-led posts to a mix of recipe content, founder-led storytelling, and community-driven campaigns
Built and managed a 100+ micro-influencer programme, briefing creators on recipe-led content that showcased the product in use rather than just on shelf
Introduced founder-led content to humanise the brand and build trust with the audience, including milestone posts and behind-the-scenes storytelling
Planned and ran giveaway campaigns to accelerate follower growth and drive engagement – example linked here
Supported PR around Supported PR around Freja's nine wins at the Nourish Awards, turning the event into social content that reinforced the brand's credibility
Campaign Results
Grew engagement rate from 0.62% to 3.2% — a 5x increase in three months
40% uplift in TikTok follower growth through the micro-influencer programme
9 awards at the Nourish Awards plus PR support
Established a scalable influencer and content framework that continued after my contract ended
