I CAN EAT A RAINBOW

I Can Eat a Rainbow (ICEAR) is a home fruit and vegetable delivery service that serves regional and rural communities in Victoria. Their mission is to provide 'Market Fresh Produce' to individuals and families who lack easy access to fresh, high-quality fruits and vegetables.

THE GOALS

  • Increase overall sales and revenue.

  • Update and modernize the website for better user experience and conversion rates.

  • Build trust and credibility as a community-oriented brand.

  • Develop an engaged online community on Facebook and Instagram to drive loyalty and advocacy.

Tools & Apps

The

Strategy

Localised - Authenticity - Demographic-Specific - Community - Website

Some towns quickly gained traction with orders, while others were more challenging. After brainstorming why some people might reject ICEAR’s services, I realized a major issue: many customers assumed the service wasn’t available to them. This made sense, as most delivery services overlook regional and rural areas. I asked myself, How can we connect with them in a way that feels personal, not like it’s coming from a Melbourne head office?

Aussie towns love their “big things,” and almost every target town had one! I launched location-specific Meta ads featuring each town’s iconic “big thing” to highlight ICEAR’s services. The response was incredible, within a week, sales surged by $4,000!

Localised

Demographic-Specific

We know mums make most grocery decisions, so we ensured our messaging speaks to them directly. We focused on freshness and quality for younger moms (30–45), showing off vibrant produce boxes through unboxing videos, recipes, and relatable testimonials.

For older mums (45–65), we leaned into convenience and reliability, highlighting easy delivery, glowing reviews, and how much time they’ll save.

Word -of-mouth

Word-of-mouth has consistently been one of the most impactful forms of advertising, and we made it a key focus as we expanded into small, community-oriented towns.

Recognising the close-knit nature of these communities, we introduced a thoughtful strategy, each new customer receives a personalized welcome card along with vouchers to share with their family and friends. This approach not only creates a warm and memorable first impression but also encourages organic referrals within the community. The results speak for themselves.

This initiative has driven a remarkable 25% growth in sales within towns we’ve entered.

We revamped the website to make the customer experience so much better. Navigation and checkout are now super simple and user-friendly. We also added a blog with health tips, seasonal produce benefits, and recipes to attract more visitors. PLUS, we used SEMrush to optimize keywords so ICEAR shows up for searches like

“fruit delivery rural Victoria” and “regional produce delivery.”

website & branding

example of

meta results