Lokalkost
Hi, I’m Rebekka! Originally from Germany, I moved to London in 2021 and have been working in marketing for over seven years. My expertise lies in brand and content marketing.
Whilst working at Lokalkost, their business model was a farm-to-table delivery service, that delivered produce from regional producers to customers in Mainz and Wiesbaden. I was in charge for all marketing activities.
The main aspects in the businesses’ communication were to bring seasonality and regionality closer to our customers. At the same time, the aim was to present the company in an authentic and friendly way.
Newsletter
With the company’s core values in mind, I developed a content plan that reflected these. The plan was divided into weekly themes that guided both newsletter and social media content.
To make the newsletter as authentic as possible we created weekly emails in which we introduced ourselves as a marketing team. We revealed our favourite products, recipes and tips for preparing seasonal vegetables. This offered added value that went beyond pure selling. To deepen the authenticity, we introduced regional food producers in detail and thus created a deeper connection to the products and the company.
Our open and click rates significantly exceeded the industry average, while the unsubscribe rate was low. As a result, the newsletter not only became a great tool to build a connection between the brand and customers, but also a successful sales tool.
Social Media
We extended our newsletter content to social media creating posts that were aligned with seasonality. From topics like Bread Making or Fermenting to deep dives into different kinds of vegetables, we created content that adapted to the seasons.
Whilst post were mostly informative or inspirational, our stories were entertaining.
We gave our followers a glance of our daily business and a look behind the scenes. From team lunches to packing and delivering boxes, we were able to humanise our brand over time and build a great bond with our customers.
Website
When the company rebranded from Frischepost to Lokalkost, it also needed a new website with an online shop. In collaboration with my IT colleague, I set up the entire shop in Shopify. My focus was on transferring the design to the website and developing pages that display all the product information in an appealing way. I made all the design changes in CSS to bring the brand to life. This included the integration of fonts, icons and colours true to the brand. During my time at Lokalkost, I also built various landing pages on different topics to attract visitors on a seasonal and current topic.
The result was a website that was easy to navigate and simplified the shopping experience. After many tests and taking customer feedback into account, we were able to continue to improve the website and make it even more user-friendly.
Design
Seasonal Wall calendar
To celebrate the company’s anniversary, the goal was to create a meaningful gift for existing customers that would reinforce brand loyalty. Since regionality is a core element of Lokalkost’s business model, I saw an opportunity to design a seasonal wall calendar showcasing fruits and vegetables in season each month.
I expanded the brand’s existing icon set and created additional illustrations to bring the calendar to life. To add extra value, I included a seasonal tip or recipe on each page, making it both beautiful and practical.
Designed without fixed dates, the calendar remains usable year after year. Another key advantage: when displayed at home, it keeps the Lokalkost brand top of mind—whether customers are flipping the pages or simply passing by.
The response was overwhelmingly positive, leading Lokalkost to order a second print run to meet demand and reach even more customers.
General Flyer
Lokalkost needed a general flyer for distribution in letterboxes and at markets that explained the businesses’ concept clearly and attractively. The aim was to concisely present the most important aspects of the company.
To this end, I developed a 6-page flyer that presents the product variety clearly in bullet points and with appealing images. To emphasise the regional focus, I integrated a detailed map showing where the products’ producers are located within the region. I also included three short portraits of the the most important producers.
The ordering process is visualised with appealing illustrations, while the back side of the flyer offers compact information on the delivery area and the subscription option.
The flyer was successfully used to introduce local food to a wider audience and increase interest in regional products.