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M Hughes

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M Hughes and Sons are a wholesale greengrocer who have been successfully trading in Llandudno for over 60 years.

They pride themselves on working with some of the best hotels and restaurants in the region, including Michelin star establishments, nursing homes, schools and cafes and have been supplying fresh fruit, vegetables, salad and pre-prepared produce to North West Wales, and surrounding areas ever since.

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The Challenge

Via a recommendation, Platform81 were approached by M. Hughes to help develop an e-commerce website to launch the retail arm of the M. Hughes & Sons business. Business owner Matt Moree wanted to give local residents and families the same fresh produce that they have become so well known for in the commercial market.

Website Design & Build

The key purpose of the website was to make the UI/UX as simple as possible guiding the users to the products, using an intuitive elastic search and simple site structure. The new website was built on WooCommerce platform and custom designed to appeal to the target audience with strong calls-to-action to engage new customers. Incorporating loyalty points and subscriptions was a key focus to generate recurring revenue.

The Typography

Howgate Sable Font

The Colours

M Hughes Red

#cc0001

M Hughes Yellow

#f8b133

M Hughes Green

#018d4c

Social Media

Social media activity was agreed to be the primary marketing channel used to raise awareness and promote the brand.

As the business only operates in restricted geographical delivery zones, Social Media advertising was the ideal platform to ensure we targeted the exact postcodes we wanted to engage. Ultimately, long term this will allow us to slowly expand the delivery zones in a controlled way by extending the reach of the advertising to chosen areas or postcodes.

Campaign work

As well as being a businessman, our client is a father of nine, so wanted to incorporate this into the marketing strategy. Off the back of this, and also the current ‘Veg Pledge’ from ITC, we launched a similar initiative aimed at his customer base.

In order to take part in the #GetFreshChallenge, children and parents are invited to fill out a daily tracker, provided for free in the new Family Box, which feeds a family of four for two weeks. The child-friendly tracker logs every portion of fruit and veg eaten per day, with five portions per day earning a red apple sticker. Those who earn five or more red apple stickers a week are awarded a golden apple sticker. The campaign promotes customers to share snaps of their progress and tag M. Hughes on social media and challenge others to eat more fruit and veg!

The Results

Our client’s ambition had been to create an e-commerce site that would generate 1000 orders in the first 12 months, of which we achieved in just 5 months of the campaign. 12 months on from the launch, and we have just been awarded an MPA Inspiration Award in the Big Bang category, which is awarded for work completed that achieved exceptional, quantified results against clear objectives with a spend under £50,000.

£80,060

12 month
revenue

4,129

Total orders
(12 months)

3,698

Customer
sign ups

MPA

Inspiration Award
Winner

I am so pleased with Platform81 and all the work they have done to get a site that works for me and my company. I had limited experience with ANY social media and was not a fan, but this was clearly the way to go! I’d been working on a trade basis for years, but it was my goal for over ten years to make this work for the everyday customer in Wales – that’s why when we hit 1000 orders, I headed straight to their Stockport office with a bottle of champagne and of course some strawberries!

Matt Moree | Business Owner | M Hughes & Sons