Campaign Brief — Spring Launch of FreshFork Meal Kits

Campaign name: FreshFork Spring Launch Prepared by: Lena Okafor, Marketing Lead Date: 4 March 2026 Version: v2

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1. Background and context

FreshFork is launching a new line of 15-minute vegetarian meal kits aimed at busy households. Our research showed the biggest barrier for lapsed meal-kit subscribers is "the meals took too long to cook." Two competitors launched fast-cook ranges last quarter, so we want to be in-market before the spring sign-up peak. This is our first campaign with a single, time-to-cook promise at its centre.

2. Objective and KPIs

Primary objective: Acquire 3,000 new paying subscribers to the 15-minute range during the eight-week spring window (1 April – 26 May), at or below a £28 cost per acquisition.

KPIs:

Metric	Baseline	Target	How it's tracked
New paid subscribers	~900 / 8 weeks	3,000 in the window	Billing system
Cost per acquisition	£41	≤ £28	Ad platforms + billing
Landing page conversion	2.1%	3.5%	Web analytics

What success looks like: Three thousand new households trying the range and the "too slow" objection visibly answered in our reviews.

3. Target audience

• Primary audience: Time-pressed households (one or two working adults, often with children) who tried a meal kit before and quit because cooking still felt like a chore. They want healthy dinners without the weeknight scramble.
• Secondary audience: Current FreshFork subscribers on slower-cooking plans who might upgrade to the new range.

4. Key message and support

Single-minded message: A proper, fresh vegetarian dinner on the table in 15 minutes.

Reasons to believe:

• Every recipe in the range is independently timed at 15 minutes or less, start to plate.
• Pre-chopped, pre-portioned ingredients mean no prep and no waste.
• A 4.7-star average across the first 500 trial reviews, with "fast" the most-used word.

5. Channels

• Paid social (Meta, TikTok) — carries the message with short "real-time" cooking videos that prove the 15-minute claim.
• Email — re-engages lapsed subscribers with a first-box discount; detailed in the linked email plan.
• Landing page — the single conversion point where the campaign sends all traffic.

6. Deliverables

• 6 short-form cooking videos (3 for Meta, 3 for TikTok)
• A 3-email re-engagement sequence for lapsed subscribers
• A dedicated spring-launch landing page with the first-box offer

7. Budget

Category	Detail	Amount
Media	Paid social over 8 weeks	£62,000
Production	Video shoot + landing page	£11,000
Other	Email tooling + analytics	£2,000
Total		£75,000

8. Timeline

Milestone	Owner	Date
Brief approved	Lena Okafor	7 March
Creative ready	Studio team	25 March
Launch	Media team	1 April
In-market window	—	1 April – 26 May
Wrap-up review	Lena Okafor	2 June

9. Mandatories and approvals

• Brand and legal: Use the 2026 brand guidelines; the "15 minutes" claim must carry the "average cook time, excludes oven preheat" footnote agreed with legal.
• Must include: First-box discount code SPRING15 and the spring landing-page URL on every asset.
• Out of scope: Out-of-home and TV; this is a digital-only campaign.
• Sign-off: Marketing Lead and Brand Director approve creative; Legal approves the time claim.

Approved by: ______________________ Date: ____________