Queen Fine Foods
Queen Fine Foods is Australia’s leading producer of baking products and extracts. Established in 1897 and endorsed by Queen Victoria, it is Queensland’s longest-selling food brand and a trusted name in Australian kitchens.
Queen Fine Foods is Australia’s leading producer of baking products and extracts. Established in 1897 and endorsed by Queen Victoria, it is Queensland’s longest-selling food brand and a trusted name in Australian kitchens.
Content, Strategy, Campaign Management, Digital
Role
Core capabilities:
Content strategy, creative direction, stakeholder collaboration, digital optimisation, A/B testing
Created and implemented a 12-month always-on content strategy across Facebook, Instagram, email, and web
Audited existing content and identified high-performing assets for repurposing
Developed a comprehensive tone of voice and style guide, rolled out across social, web, and paid media
Led a team of designers and copywriters to produce channel-ready assets
Scheduled and deployed content, maintaining weekly and monthly content cadences
Conducted A/B testing on social and email content to optimise reach and engagement
Project Snapshot
32% increase in Facebook reach, 290% increase on Instagram
Developed 12-month always-on content strategy
Led creative direction and implemented new tone of voice guide
Ongoing optimisation through A/B testing and performance tracking
Collaborated with internal marketing, product teams and external contractors
Overview
Queen Fine Foods, a household name in Australian baking, needed a fresh and strategic approach to their digital presence. The goal was to amplify high-performing content, increase reach across social platforms, and nurture ongoing engagement with their audience.
This involved curating their bank of existing content into engaging and relevant content pieces, amplifying their newly developed assets and paid brand efforts and creating new content where there were gaps.
Challenges
Queen was moving towards some new brand assets, so utilising these throughout our digital marketing strategy to ensure cohesive brand identity across Queen’s integrated marketing assets was a key feature of the brief.
As a part of our digital marketing strategy I came up with various creative solutions in which we could apply these key brand assets across our digital channels. In partnership with the creative team I developed a digital assets style guide as apart of Queen's brand guidelines, which was well-received and shared across Queen’s stakeholder, including internal teams, agency partners and Dr Oetker’s global digital teams for consistent brand application.
Outcomes
Surpassed monthly reach KPIs: +32% on Facebook, +290% on Instagram
Introduced a replicable content framework, reducing campaign turnaround time
Retained on an ongoing monthly retainer due to strong content performance and strategic delivery
Always-On Content Strategy
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