• Duchy Originals

    Overview

    Organic food brand, Duchy Originals, was launched in 1990 by HRH The Prince of Wales with an ambition to create products that ‘taste good, are good and do good’. Now part of premium UK supermarket, Waitrose, a proportion of all profits go to The Prince’s Charities Foundation and directly raise more £1 million annually for socially responsible causes, including supporting British farmers and rural communities. Originally commissioned to help strengthen Duchy Original’s digital presence, Story has helped evolve it from an admired charitable undertaking to an agenda-setting organic food authority.
  • Duchy Originals

    Brand website

    To communicate how Duchy Originals products ‘taste good, are good and do good’, a new website told the story of specific ingredients – like how their jam helped revive damson growing in the UK – and people behind them. In addition to delivering on brand and retail ambitions, the site won an APA award for its design.
  • Duchy Originals

    Blog

    Storytelling techniques underpinned our approach, connecting the brand to a wider global cultural trend towards food quality and corporate social responsibility. An editorialised blog helped build warmer relationships with customers, generating debate about the food industry and increasing online sales and advocacy for the brand. Individual producers explained the history of their products, the Prince of Wales’ farm manager wrote weekly about crop management and animal husbandry, and Duchy set out how its profits are reinvested in community projects.
  • Duchy Originals

    SEO

    Our work with Duchy Originals is testament to the power of great stories in driving sales. In fact, those products with stories attached to them far outsold those that didn’t. This content-led approach also helped dramatically boost the site’s SEO performance, even in such a heavily contested product categories, helping drive traffic to ecommerce functionality.
 
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Story Worldwide

Today, brands are competing with filmmakers, writers and entertainers, not other brands.

Story is the world's first post-advertising agency, applying established storytelling techniques and talent to marketing and communications.

Our work includes integrated campaigns and through-media content for clients such as Lexus, Unilever, Estee Lauder Companies and J&J.

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    CEO
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