Amazon | Ben Lippett Partnership

Amazon Fresh set out to strengthen perceptions of quality while scaling recipe-to-store usage and reaching new audiences, all within tight production budgets. The challenge was to deliver content that felt warm and credible, while remaining highly shoppable and commercially effective. The programme centred around original recipes developed by Ben Lippett, using seasonal, creator-led content to elevate byAmazon quality and connect inspiration directly to purchase..

MY ROLE

I led the creative direction and UK rollout of the programme, overseeing messaging hierarchy, visual framing, and recipe-to-store shoppability across onsite and social channels. I extended the activation into Meta and TikTok, adapting the content into optimised paid formats. Throughout, I worked closely with PR, merchandising, and paid media teams to ensure a cohesive, full-funnel activation that aligned brand storytelling with commercial goals.

OUTCOME

The programme delivered strong organic reach and engagement, alongside a year-on-year uplift in onsite cart conversion. Paid activity exceeded benchmarks, while brand tracking showed a clear improvement in quality perception. Overall, the creator-led approach consistently outperformed BAU assets across brand, performance, and commercial metrics.