Social Creative, Brand & Marketing Strategy

Planty needed to stand out in one of the most crowded consumer categories in the UK. As CMO and Creative Director, I led the full rebrand and built the social creative engine from zero, with a skeleton team, freelancers and creators.

I led the brand identity, tone of voice and visual system, partnering with creative agency Uncommon to bring it to life. The creative answer was bold and deliberate: vibrant colour pairings, a spikier attitude and a clear POV positioning Planty as the antidote to bland, uninspired food. I directed all social content production across Instagram and TikTok, briefing and directing creators, shooting and editing content hands-on, and testing formats continuously to find what cut through.

The content strategy was built around four social-first editorial pillars (nutrition and everyday health, sustainable food systems, community impact and accessible plant-based living) with creator collaborations, campaign content and community-led storytelling running alongside performance-driven formats.

The results spoke for themselves. In six months without any budget increase, followers grew from 900 to 30K, CAC decreased by 50%, revenue doubled and subscriber numbers doubled. Social wasn't a support channel, it was the growth engine.