SEO & Digital Marketing

Skip to content The challenge Popcorn Kitchen is a gourmet popcorn company that only works with best-in-class ingredients and stubbornly refuses to be party to any ‘quick-fix,’ synthetic short-cuts. The small batch, artisanal operation has been making sublime popcorn since 2012, when it first made its name on the Surrey food festival circuit, selling freshly popped popcorn from a mobile popcorn kettle. Led by ambitious co-owners Louise Webb and Andy Valentine, Popcorn Kitchen supplies discerning retailers online and instore, from luxury hamper businesses to upmarket grocers, garden centres and retailers, such as Harvey Nichols and Selfridges. In 2020, the coronavirus pandemic brought about huge challenges for the food industry. Almost overnight, sales went quiet as traditional B2B customers, such as cinemas, shops and wholesale distributors, closed their doors. However, Britain is a nation of snackers! The UK’s first coronavirus lockdown led to a substantial rise in snacking because so many people were working from home, needing a luxury extra to boost morale while they couldn’t go out to eat at restaurants. Popcorn Kitchen therefore needed to focus on a small number of key customers who were still trading and in some cases, such as online/hamper companies, experiencing significant growth. It also needed to capitalise on consumer demand for plant-based comfort foods where splurges didn’t unpick wider healthier living aspirations as well as expand its reach into new, head-turning flavours. Food marketing agency KW Marketing had been working with Popcorn Kitchen since 2018, and the digital marketing consultancy’s food industry experience proved to be just what Popcorn Kitchen required to support its digital marketing strategy during the pandemic. The solution KW Marketing used paid social media ads and sponsored or promoted posts to target specific demographics, generating awareness around the brand’s content and new products, and sending traffic to online stores. The organic social media strategy positioned Popcorn Kitchen as ‘one to watch’ in the world of experimental, premium snacking, communicating its values and aesthetics and engaging with customers. KW Marketing created campaigns on Facebook and Instagram, targeting aspirational and health-conscious foodie consumers. The impact After working with KW Marketing, Popcorn Kitchen saw elevated sales from its paid social media marketing and organic social campaigns. Paid social media: Q4 Sales: 321 Impressions: 124.7k Reach: 75.7k Cost: £466.72 Cost per purchase (CPP): £1.73 Estimated purchase value (EPV): £11,556 Return on ad spend (ROAS): 25 After just one quarter, Popcorn Kitchen saw a total of 321 sales, 124.7k impressions and reach of 75.7k. We spent £466.72 in total and for every new purchase/customer, we spent £1.73. We saw an EPV of £11,556, which is a good estimation of what we made in revenue. Best campaign Sales: 91 Impressions: 22.3k Reach: 14.2k Cost: £66 Cost per purchase (CPP): £0.73 Estimated purchase value (EPV): £3,276 Return on ad spend (ROAS): 50 KW Marketing’s best campaign saw 91 conversions (sales), 22.3k impressions and reach of 14.2k. We spent £66 in total and for every new purchase/customer, we spent 73p. We saw an EPV of £3,276, which is a good estimation of what we made in revenue. Today, Popcorn Kitchen has a thriving reputation for impeccable quality and constantly developing new products. Coupled with its fast-moving, agile mindset, there’s so much more to come! Having a digital marketing agency that knows the brand and is with it as it grows and changes can make all the difference. Now, food marketing agency KW Marketing supports the brand’s paid social strategy , organic social media as well as providing email consultancy. ‘We’ve been working with Kate for over three years and she has really helped sharpen our social media approach and outputs. Kate brings a clear point of view, creativity, pragmatism and has made a major contribution to our online sales growth.’ Andy Valentine, Owner and Director, Popcorn Kitchen Want results like this? Book a call today with food marketing agency KW Marketing to chat about how paid and organic social can keep your business as busy as popcorn in a kettle. Recent posts Is your marketing actually driving sales? KW Marketing sponsors & finalists at Exeter Living Awards 2025 Leverage the top TikTok food trends for your food business Emails that sell while you sleep: Inside our Bread & Jam roundtable The UK’s top food influencers (and why we think they’re worth watching) Categories About Us Digital Marketing Digital Project Management Email Marketing Social Media Website What our clients say Charlotte Simonds 14:04 06 May 25 Kate and her team bring an exceptional level of thoughtfulness and precision to their work—uncovering what truly matters before artfully translating it into brand expression. For the reformer space, they crafted a brand that seamlessly blends creativity with conversion, creating real buzz and, more importantly, driving bookings. While our mission is to move people, Kate’s vision and execution profoundly moved us. Dave Briggs 10:10 29 Jan 25 Kate spoke at the Building Brands marketing conference in Exeter, in November 2024, and was absolutely superb. I honestly couldn't have asked for someone to do better. The feedback that she received - both to her, and to us as the organisers - was especially pleasing and hopefully gave her a really good shot of confidence too! She was brilliant - really engaging, knew her stuff, and gave the attendees some great tips and advice too. Couple of people have been speaking to us about it even now - 3 months later! Huge thanks Kate, looking forward to getting you along to more events in the future too! Kate and her team are fabulous by the way. Definitely happy to recommend them! Christian William Horne 18:58 20 Nov 24 Working with Kate and the team at KW Marketing has been a game-changer for our business. Their expertise in growth-focused marketing has helped us reach new levels, and the results speak for themselves. From strategy to execution, they’ve been hands-on every step of the way, driving real impact on our growth journey. Highly recommend! John Sheaves 09:05 11 Oct 24 In the modern world of digital marketing which is now a prerequisite for getting your product or service to market, you need professional support from a professional agency. Kate and her team are just that. They have worked with us for the last few months and they have been a game changer and have opened our eyes to the art of the possible. The power of their work? Well everybody now has a hand held device they are working from for business or pleasure-each person with an average daily screen time of about 3.5 hours - that’s a massive audience to reach digitally. We have found Kate and her team professional, extremely knowledgable, positive and they don’t hold back, they get things done for you and move you forward. Great partners to work with. Ben Stansfield 18:13 17 Aug 24 We have been working with the team for just over 6 months now and it's been fantastic. They are so engaged and passionate about the produce they are creating the content for which gives us huge amounts of trust in their work. Alongside the huge energy they bring to calls, meetings and updates they are still very professional and everything is mapped it to a strategy and recorded to enable us to look back through and see what works and doesn't. Overall, great company to work with and they are amazing at what they do! EmmaLouiseI7 14:24 25 Apr 24 The FUEL marketing event we attended was really useful. We gained a few more ideas of ways to help elevate our small, independent icecream business and came away feeling inspired and motivated. Thankyou again for having us Serena Slatter 12:49 15 Apr 24 HUGE thank you to KW Marketing for all of your help, for being a brilliant female founder yourself, and for believing in our movement! Ria Ball 15:17 01 Mar 24 It has been a breath of fresh air working with Kate. She quickly got to grips with what it was our business needed and then made some very clear recommendations. Once we agreed on the project she delivered it seamlessly whilst providing useful updates throughout. I felt that she was very aware of all the pressures on me as a business owner and went out of her way to keep things straight forward. The result is that I now have a framework for our email marketing and after a thorough handover I am really looking forward to generating some results. Nigel Wright 16:53 14 Feb 24 Kate and the team worked incredibly hard for us throughout our Christmas email and social Media campaigns, providing results to match(especially from the email campaigns). Their energy and enthusiasm knows no limits and we will most definitely be using their services again in the future. Browella Beauty 14:16 08 Aug 23 Since February this year we have been working closely with Hannah, at KW Marketing, we cannot fault her or the team at all, no job is too big for them. We love that they send us over a content plan every month so then we can check what is going to be posted. Again Thank you to Kate, Hannah, and their amazing team x Chloe Farrant 21:56 11 Jul 23 I recently attended the Uncovering Opportunities Workshop with Kate, and it left me feeling clear, focused, and motivated to take the next steps in my business. In just a short session, Kate demonstrated a deep understanding of my business and my goals, and I now feel excited and confident to embark on this journey with her by my side. Highly recommend! Aushi Meewella 18:40 07 Dec 22 Kate and her team have been absolutely fantastic - incredibly professional, dedicated and they go above and beyond what is expected. We are thoroughly impressed and could not recommend them more. Julia Mazorodze 10:34 26 Oct 22 Kate and Mela are a dreamteam. When we went back to KW Marketing (after previously working with Kate) to cover a period without a digital colleague, it was like working with old friends, who cared deeply about our cause and success. Despite being new to us, Mela got up to speed with the complexities of our international NGO quickly, and took away all the concern you might have about someone external publicly representing a nuanced cause - it felt like having someone on the inside. Great job, thank you so much KW Marketing. Chris Yandell 12:29 06 Dec 21 Kate's great digital Marketing knowledge has shaped the digital foot print for our business. Kate goes above and beyond to support us and our business showing genuine care and passion for what we do. I can highly recommend Kate for any business wanting/needing to shine online. Lucy Adams 18:47 12 May 20 Kate started working with our company around three months ago and she has been absolutely amazing. It's not just her expertise (which is fab) and her drive and energy (impressive) - it's also that she 'got' us from day one and became an essential part of our small team almost immediately. She has made a massive difference to our social media marketing campaigns but also adds value to lots of other aspects such as our brand and our content marketing. We came across Kate by chance (well, her strong Google presence really!) and we are so lucky to have as part of our team. Neil Tinson 12:24 06 Mar 20 As an international charity, we needed a social media expert who could provide a high level of ongoing support with our digital channels. Kate was personally recommended to us and, having now worked with her for a few months, I’m not in the least bit surprised. She’s entirely reliable, always responsive, and is a joy to work with. Kate fully invests her knowledge, skills and energy into our work, and there’s no doubt she’s helping us raise our standards improving our results. Kate’s a crucial and appreciated extension of our team. Charlotte Simonds 14:04 06 May 25 Kate and her team bring an exceptional level of thoughtfulness and precision to their work—uncovering what truly matters before artfully translating it into brand expression. For the reformer space, they crafted a brand that seamlessly blends creativity with conversion, creating real buzz and, more importantly, driving bookings. While our mission is to move people, Kate’s vision and execution profoundly moved us. Dave Briggs 10:10 29 Jan 25 Kate spoke at the Building Brands marketing conference in Exeter, in November 2024, and was absolutely superb. I honestly couldn't have asked for someone to do better. The feedback that she received - both to her, and to us as the organisers - was especially pleasing and hopefully gave her a really good shot of confidence too! She was brilliant - really engaging, knew her stuff, and gave the attendees some great tips and advice too. Couple of people have been speaking to us about it even now - 3 months later! Huge thanks Kate, looking forward to getting you along to more events in the future too! Kate and her team are fabulous by the way. Definitely happy to recommend them! Christian William Horne 18:58 20 Nov 24 Working with Kate and the team at KW Marketing has been a game-changer for our business. Their expertise in growth-focused marketing has helped us reach new levels, and the results speak for themselves. From strategy to execution, they’ve been hands-on every step of the way, driving real impact on our growth journey. Highly recommend! John Sheaves 09:05 11 Oct 24 In the modern world of digital marketing which is now a prerequisite for getting your product or service to market, you need professional support from a professional agency. Kate and her team are just that. They have worked with us for the last few months and they have been a game changer and have opened our eyes to the art of the possible. The power of their work? Well everybody now has a hand held device they are working from for business or pleasure-each person with an average daily screen time of about 3.5 hours - that’s a massive audience to reach digitally. We have found Kate and her team professional, extremely knowledgable, positive and they don’t hold back, they get things done for you and move you forward. Great partners to work with. Ben Stansfield 18:13 17 Aug 24 We have been working with the team for just over 6 months now and it's been fantastic. They are so engaged and passionate about the produce they are creating the content for which gives us huge amounts of trust in their work. Alongside the huge energy they bring to calls, meetings and updates they are still very professional and everything is mapped it to a strategy and recorded to enable us to look back through and see what works and doesn't. Overall, great company to work with and they are amazing at what they do! EmmaLouiseI7 14:24 25 Apr 24 The FUEL marketing event we attended was really useful. We gained a few more ideas of ways to help elevate our small, independent icecream business and came away feeling inspired and motivated. Thankyou again for having us Serena Slatter 12:49 15 Apr 24 HUGE thank you to KW Marketing for all of your help, for being a brilliant female founder yourself, and for believing in our movement! Ria Ball 15:17 01 Mar 24 It has been a breath of fresh air working with Kate. She quickly got to grips with what it was our business needed and then made some very clear recommendations. Once we agreed on the project she delivered it seamlessly whilst providing useful updates throughout. I felt that she was very aware of all the pressures on me as a business owner and went out of her way to keep things straight forward. The result is that I now have a framework for our email marketing and after a thorough handover I am really looking forward to generating some results. Nigel Wright 16:53 14 Feb 24 Kate and the team worked incredibly hard for us throughout our Christmas email and social Media campaigns, providing results to match(especially from the email campaigns). Their energy and enthusiasm knows no limits and we will most definitely be using their services again in the future. Browella Beauty 14:16 08 Aug 23 Since February this year we have been working closely with Hannah, at KW Marketing, we cannot fault her or the team at all, no job is too big for them. We love that they send us over a content plan every month so then we can check what is going to be posted. Again Thank you to Kate, Hannah, and their amazing team x Chloe Farrant 21:56 11 Jul 23 I recently attended the Uncovering Opportunities Workshop with Kate, and it left me feeling clear, focused, and motivated to take the next steps in my business. In just a short session, Kate demonstrated a deep understanding of my business and my goals, and I now feel excited and confident to embark on this journey with her by my side. Highly recommend! Aushi Meewella 18:40 07 Dec 22 Kate and her team have been absolutely fantastic - incredibly professional, dedicated and they go above and beyond what is expected. We are thoroughly impressed and could not recommend them more. Julia Mazorodze 10:34 26 Oct 22 Kate and Mela are a dreamteam. When we went back to KW Marketing (after previously working with Kate) to cover a period without a digital colleague, it was like working with old friends, who cared deeply about our cause and success. Despite being new to us, Mela got up to speed with the complexities of our international NGO quickly, and took away all the concern you might have about someone external publicly representing a nuanced cause - it felt like having someone on the inside. Great job, thank you so much KW Marketing. Chris Yandell 12:29 06 Dec 21 Kate's great digital Marketing knowledge has shaped the digital foot print for our business. Kate goes above and beyond to support us and our business showing genuine care and passion for what we do. I can highly recommend Kate for any business wanting/needing to shine online. Lucy Adams 18:47 12 May 20 Kate started working with our company around three months ago and she has been absolutely amazing. It's not just her expertise (which is fab) and her drive and energy (impressive) - it's also that she 'got' us from day one and became an essential part of our small team almost immediately. She has made a massive difference to our social media marketing campaigns but also adds value to lots of other aspects such as our brand and our content marketing. We came across Kate by chance (well, her strong Google presence really!) and we are so lucky to have as part of our team. Neil Tinson 12:24 06 Mar 20 As an international charity, we needed a social media expert who could provide a high level of ongoing support with our digital channels. Kate was personally recommended to us and, having now worked with her for a few months, I’m not in the least bit surprised. She’s entirely reliable, always responsive, and is a joy to work with. Kate fully invests her knowledge, skills and energy into our work, and there’s no doubt she’s helping us raise our standards improving our results. Kate’s a crucial and appreciated extension of our team.