Case Study

Fresh Fitness Food

Promoting Health and Fitness
During a Crisis.

We worked with the London-based bespoke nutrition provider Fresh Fitness Food (FFF) to grow awareness of the brand and promote health and fitness across the UK – while a global pandemic put the world on lockdown.

Our goal was to show the community that even though we’re stuck indoors, we were going to be there to support them as they continued their fitness journey. We did this through bringing influencers and ambassadors to the forefront, providing information and promoting our authority in the industry, as well as creating social content (remotely) that focussed on the value of fresh fuel for workouts.

Our aim was to make the audience aware of what we do, to ultimately drive increased sales and bring down the cost of customer acquisition.

Webby Award
Nominated 2021

Pandemic Priorities

When everything changed in March our aim was to bring the community together – to reach out and reassure people that they were not alone.

However, we had to put out best-placed plans on hold and pivot to new ways of working, which included remote content production, and instead of a planned summer campaign focus on a pandemic response that showed the brand was in touch with consumers concerns and demonstrated a willingness to support local communities promoting a positive food message throughout.

Building Awareness
and Driving Sales

However, crucial pivoting to a more conscious message had been given the challenges of the pandemic there was an ever greater business need to drive awareness and sales for a purely digital bespoke meal business.

At a heightened time of consideration for consumers in terms of where to spend their money and given that the UK was placed under an extreme lockdown for many months fitness and training became more of a challenge.

These two issues meant we really had to focus on the core value of the product and showcase how the brand could still support your lifestyle during a lockdown.


decrease in CPA
social impressions
social engagements

Product &
Proposition Content

We produced content that not only showcased the same great food but also the new frozen range and no-contact delivery service developed in line with the global pandemic.

Working with FFF’s team of experts, their range of brand ambassadors and our own team’s expertise we developed content strands that showcased the brand’s reputation and credentials in the world of nutrition and fitness.


In autumn 2020, we created an influencer campaign with 40 of the UK’s top fitness influencers to showcase how FFF saved them time through their busy days.

Our key social activation went live in conjunction with the launch of Instagram Reels and drove an increase of organic video views of over 45K from the previous month.

This was the most successful campaign FFF had ever launched with sales far exceeding expectation.

“Wilderness has been incredible to work with.

We have never been in a better place creatively or from a paid media perspective.”

Madeleine Turner, Marketing Manager - Fresh Fitness Food
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