Cornish Sea Salt Company

The Challenge:

This was a two-part brief. First, the brand wanted a newsletter strategy that would deepen customer loyalty, build a stronger sense of community, and showcase the versatility of sea salt across everyday cooking. Second, they needed a comprehensive research project to identify future-facing consumer trends, particularly in health, wellness, and flavour, so they could confidently shape their new product development pipeline.

My Approach:

For the research arm, I produced a detailed trend report combining desk research, industry data, expert interviews, and my own sector knowledge. This work provided actionable insights across food, wellness, and consumer behaviour, with particular focus on ingredients, rituals, and product format innovation. One key insight - around the rise of natural electrolytes - directly contributed to the launch of a new product now on sale.

In parallel, I built a full-funnel newsletter strategy rooted in seasonal cooking inspiration, smart tips, and educational storytelling. I identified target audience drivers, defined key strategic goals, and created a 12-month editorial calendar including content themes, recipes, and campaign moments, all designed to drive engagement and build brand affinity.

The Outcome:

My trend research directly supported the launch of a new electrolyte product and continues to inform the brand’s product roadmap. Internally, the newsletter plan has given the team a clear, actionable structure to work from, bringing more purpose, relevance and cohesion to their ongoing content efforts.