Social media for outdoor food & drink brands: Made for the hills. Photographed on the kitchen counter.
We run social media for small UK brands making trail meals, snacks, coffee and drinks for walkers and campers. You send the footage, we plan, edit and post it, and your product starts turning up where it actually gets eaten.
Two-week plan
Sample- Goal
- More online orders
- Baseline
- Before day one
- Posting to
- Instagram, Facebook
| Day | Post | Format |
|---|---|---|
| Mon 1 | One-pot trail recipe, start to finish | Reel |
| Wed 3 | What we packed for a day on the fells | Carousel |
| Fri 5 | Your trip photos: dinner with a view | Repost |
| Tue 8 | Boil, wait, eat: how it actually works | Reel |
| Thu 10 | Behind the scenes: packing this week’s orders | Reel |
| Sat 12 | First brew of the morning | Photo |
Day 14 Review against your baseline
What we’d post for you
Every calendar is built around your business, but these are the kinds of posts we’d plan.
Sample
Dinner at camp. One pan.
Sample
Sample
What goes into every bar
These are samples, made with stock photos to show the kind of thing we’d make. They aren’t client work.
- Trail meals
- Trail recipes
- Kit-and-meal setups
- How it works, boil to bowl
- Customer trip photos
- Snacks and bars
- What’s in the pack
- Product in the wild
- Fuel for big days out
- Behind the scenes in the kitchen
- Coffee and tea
- Brew setups on the stove
- First brew of the morning
- Roasting and blending
- Customers’ camp brews
Sound familiar?
- Most of your posts are product shots, and they’ve started to look the same.
- Customers send you brilliant trip photos that never get shared.
- Launches get a post. The weeks in between don’t.
- You know you should be on TikTok but haven’t had a minute to work it out.
How the free trial works
Start with a 15-minute chat and two free weeks. Only go monthly if it’s working.
-
Day 0
A 15-minute chat
We look at your brand, agree one goal (enquiries, bookings or sales) and note your current numbers. Then we send a shot list and a two-week plan.
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Days 1–14
Two weeks of posts, free
You film from the shot list. We edit, caption and post. The first batch comes to you for sign-off before anything goes out.
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Day 14
Review against your baseline
We go through the numbers together, and you decide what happens next.
-
After
Go monthly, or don’t
Plans roll month to month and you can cancel any time. If it’s not for you, no hard feelings.
What the trial is judged on
- Consistency: posting what we planned, when we planned it
- Engagement: saves, shares, watch time, profile visits, link clicks and DMs, against your baseline
- Enquiries: any that come in through your accounts
What it isn’t judged on
Sales or bookings. Two weeks is too short to see them move properly, so we won’t pretend otherwise.
After the trial
If it’s working, pick a plan. It rolls monthly and you can cancel any time.
- You film, we edit
- You send the footage. We plan, edit, caption and post it.
- We come to you
- Connor comes out to film on site, then we edit and post it.
Questions
Anything else, just ask. Get in touch.
We don’t have any outdoor footage of our food yet. Is that a problem?
Not at all. The shot list is made for exactly that: a stove, a pack and a hill (or a back garden, at a push) gets you most of the way. On We come to you, Connor takes it out and films it in use.
Can you share customers’ photos of our products?
Yes, with their permission. We ask the customer before reposting and credit them in the caption. For a food brand it’s some of the best content there is.
We sell mostly through shops and events. Will social media help?
It helps people recognise you on the shelf and at the stall, and gives your stockists something to share. In the trial we’ll count enquiries from shops and event organisers too.
Do we need to be on TikTok?
Not to start with. Most small outdoor food and drink brands get found on Instagram first, so that’s where we’d put the effort. TikTok is worth adding once there’s a steady supply of short video, because it’s good at reaching people who don’t follow you yet. We’re adding it to the service soon. There’s more in our guide to what outdoor food and drink brands should post.
How much does it cost?
The trial is free. We’ll talk about pricing at the end of it, once we both know what your brand needs. There are two plans: You film, we edit, and We come to you.
What happens after the trial? Is there a contract?
If you want to carry on, you pick a plan and we go monthly. It rolls month to month and you can cancel any time. If not, no hard feelings, and the posts stay on your accounts.
Guides for outdoor food and drink brands
Free and practical, whether or not you work with us.
You keep making the food and drink. I’ll keep the posts coming.
I spend as much time outside as I can, which is why I only work with outdoor brands. It’s just me, so the person you book a chat with is the one who plans, edits and posts for you.
I’m new, so there’s no wall of client logos to show you. That’s why the first two weeks are free: you see the work on your own accounts before you pay anything.
Connor
Connor Neill, Graft Media. More about me
I only run a few trials at a time, so places are limited.