Eatto is an Irish frozen food delivery service built around nutritious, homemade-style meals made with quality ingredients. I’ve been working with them since late 2019 (before they even opened), and the collaboration is still going.
What started as a pre-launch photography project became one of the most complete creative partnerships I’ve had: photography, social media strategy, content creation, community management, and everything in between.
The Challenge
Eatto came to me at the very beginning. They had a product they believed in, a launch date on the horizon, and nothing yet in terms of visual identity or online presence. The brief was to create photography that would be ready for the website and social media from day one — content that would make the brand look established and trustworthy before a single meal had been delivered.
The visual direction needed to communicate what the brand stood for: nutritious food, quality ingredients, homemade and familiar, with a freshness that would make people trust what they were ordering. Not clinical or overly styled — real and appetising.
They launched in May 2020. A handful of social media posts in, they reached out again. They’d seen how I worked and how my content sounded, and wanted to know if I could take over the strategy and management side as well. I could, and I did.
The Solution
Since 2019, I’ve handled the full creative and strategic output for Eatto’s social media presence — with the photography and content creation running continuously and the social media strategy and management beginning shortly after launch.
That has included:
- Photography and content creation for the full product range, seasonal campaigns, limited edition boxes, new launches, sustainability initiatives, giveaways, collaborations, and everything the brand has tried over the years — including photography, short-form video, and all the visual content needed to keep the brand active and consistent across platforms. The visual direction has stayed consistent: nutritious, recognisable, homemade-feeling, always led by the food itself.
- Social media strategy and management across Instagram and Facebook— including content planning, caption writing, scheduling, community management, and handling DMs and customer interactions. For a brand without a shopfront window, the way the social media presence feels to followers matters enormously. A customer who sends a DM and gets a thoughtful, warm response is a customer who comes back.
- Press and seasonal campaigns: Eatto has been featured in magazines like the Irish Examiner, Lovin Dublin, and The Taste, with coverage tied to both general brand features and specific seasonal launches, including their Christmas and Easter boxes.
- Beyond social media, I also handled photography for their retail packaging — work that will support the brand as their products reach shop shelves.
Over six years, the scope of what we’ve worked on together is significant: limited edition monthly boxes, different product ranges, giveaways, special collaborations, and major seasonal pushes. No matter how busy the business gets, the content and community side is handled.
The Results
Eatto has built a loyal, engaged community over six years — 13,400 followers on Instagram and 2,700 on Facebook. The growth has been built on consistent, organic content — no ongoing paid advertising, just a steady presence that keeps people coming back.
The engagement rates across the Instagram account consistently sit between 3.5% and 7.5% — well above the industry average of 1–3% for food brands.
On the link in bio performance specifically, some examples really stand out:
- 547 link in bio clicks in a single month (September)
- 1,000+ link in bio clicks over a 3-month period with a CTR of 31%
- 187 link in bio clicks in a 5-day window
- 130 link in bio clicks in August — typically a slow month
- Individual posts regularly driving 28–41 link clicks and 39–69 profile visits
- CTR figures across campaigns ranging from 7.5% to 49.6%
For a brand selling a considered, repeat-purchase product like frozen meal delivery, getting people to click through consistently is what matters — and the data shows that the content is doing exactly that.
The press features in the Irish Examiner, Lovin Dublin, and The Taste are a direct result of the brand showing up consistently with professional, high-quality visuals. Publications don’t feature brands with weak imagery — the photography made those opportunities possible.
The client
“I just wanted to say well done. We are really happy with your work, and I think we are making great progress — thank you!” — Eatto team, shortly after launch
If your brand deserves this level of attention and you haven’t found the right creative partner yet, I’d love to hear about what you’re working on.
A MATTER OF NOURISHMENT 