Initially starting as BBQ In A Box, the brand was born out of the first UK lockdown as a hobby by passionate founder, AJ Mair. Turning attention to Winter, Roast In A Box was launched and ready to take on the ‘recipe box’ market.
After a positive initial reaction, the brand aimed to up-scale activity for Mother’s Day. The new Mother’s Day In A Box menu included American style pancakes, a choice of any signature Roast, apple crumble and Sparkling Rosé.
To reach wider audiences and increase conversions, a digital campaign strategy and new website – streamlined for eCommerce – was required.