More flavour in the feed for Grace Foods

How a smarter social strategy helped Grace Foods maximise media impact

Grace Foods is a global FMCG group with a broad portfolio of brands, each with its own audience, product range and role to play.

In the UK, that includes Grace, known for authentic Caribbean products and recipe inspiration, Nurishment, a long-standing nutritional drink brand, and Encona, a household name in hot sauces celebrating 50 years in the market.

Together, the portfolio spans everything from store cupboard staples to major cultural moments, including Notting Hill Carnival sponsorship.

We’ve partnered with Grace Foods for over four years, leading social strategy, paid and organic delivery across all three brands. Our objective is simple: drive awareness, engagement and footfall into supermarkets where purchase happens.

The challenge

Grace Foods entered 2025 with a big ambition: maximise the impact of its media investment, and deliver stronger social performance across the board.

There was also a wider strategic opportunity. Grace Foods operates in a category shaped by culture, community and flavour. Its brands needed to resonate with loyal audiences who already know and love the products, while also attracting people discovering new recipes and food cultures through social.

What we did

With Grace Foods focused on making its media investment work harder, performance had to be driven through a smarter strategy, built around creativity, data and continuous optimisation.

We shaped the content approach around how modern audiences discover and engage with food content on social. That meant leaning into platform-native creative, creator-led formats and influencer partnerships that felt natural in the feed, rather than polished to within an inch of their lives.

Alongside the creative, we continuously optimised paid media based on performance data, using engagement as a key signal of what was landing. Behind the scenes, that meant constant refinement: shifting budget between campaigns, adjusting formats and doubling down wherever we saw traction.

Across the year, we delivered a range of campaigns across the Grace Foods portfolio. Here are just a few of our favourites.

Great value with Grace

Grace’s long-running "Great value with Grace" campaign needed to evolve. Historically, the campaign had leaned on longer-form, in-kitchen production. This time, we shifted the creative into short-form influencer content built social-first from the start.

The brief centred on value: showing Grace products as affordable, family-friendly staples that could help feed a household for under £10. By working with a mix of macro and micro influencers, we reached audiences in different ways, from broader awareness to smaller, more trusted communities.

Dark ads then helped us push the strongest-performing content further, giving a practical value message more reach, more relevance and more staying power.

⭐Standout stat: 1.1m video views

Grace: Chill & Grill

For summer, the focus shifted to seasonality and occasion-based content.

Chill & Grill used influencer-led recipe content to showcase Grace’s Jerk products and Tropical Rhythms in a way that felt right for barbecue season and creator culture.

Rather than over-directing the output, we protected each creator’s own style and built the campaign around food people would genuinely want to cook at home. That helped the content feel more like a recommendation than an ad, which is usually where the good stuff happens.

We also combined engagement and link click campaigns to increase product visibility and drive awareness of in-store purchase, balancing reach with action.

⭐Standout stat: 198k combined reach

Nurishment: The 3pm slump

Recipe content had become familiar territory for Nurishment and the wider category, so we looked for a fresher way to show the product’s role in people’s lives.

That led us to the 3pm slump, a relatable moment where Nurishment could show up naturally as an on-the-go pick-me-up.

By partnering with two distinct influencer styles, a stay-at-home mum and an adventurer, we created “day in the life” content that felt relevant to different audiences, without forcing the product into the moment.

⭐Standout stat: 97k engagements

The results

With an unwavering focus on media efficiency, we helped Grace Foods exceed expectations across every key metric. Impressions, reach, engagement, cost-per-engagement, follower growth - you name it, we delivered it at 100% or more against target.

More than that, our work modernised Grace Foods’ social presence across its portfolio, with content that felt more relevant to the platform, the category and the audiences it wanted to reach.

More flavour in the feed, and more impact where it counted.