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Case Study: Giving A Luxury Food Brand An Authentic Tone Of Voice | Fine Food Specialist


Fine Food Specialist are an online retailer founded in 2010 by ex-chef Drogo Montagu, selling fine foods, hard-to-find ingredients and specialty products from both the UK and around the world. Their online store stocks more than 2000 products including meat, fish, cheese and seasonal items. They have a dedicated ‘In-season’ website page to ensure that the best seasonal items are brought to customers in their peak, guaranteeing the very best flavours and textures.

The company are based in New Covent Garden Market and believe in working with responsible and sustainable producers, whilst portraying a brand image of luxury and curiosity within the fine food industry. Fine Food Specialist offer same day, next day and European delivery services, and pride themselves on their exceptional service and quality ingredients.


Fine Food Specialist approached Double Up Social with the aim of humanising the brand and increasing brand credibility. Holding only an ‘About Us’ page, they wanted to expand their content offering to increase the brands credibility and reaffirm their positioning as experts of fine and hard-to-find foods and to further humanise the brand.

A sound understanding of their audience's view of the brand, as well as a key understanding of their food & beverage products were the integral elements of this collaboration, to introduce the world of exquisite foods to a wider audience, whilst reassuring existing customers of the brands reliability and integrity.


We worked with the company's founder, Drogo Montagu, to create Drogo's Kitchen: a series of short recipe videos starring the brands Michelin-trained founder, Drogo, teaching potential customers the perfect way to cook their most popular products at home. These were displayed alongside products to inspire potential customers, utilising current luxury trends to push sales of certain products on the site.

In a bid to increase the brands credibility, we also worked with Fine Food Specialist to highlight the background of the brands ex-chef founder, Drogo Montagu, through an authentic, emotive story describing his growth from Michelin-trained chef to business owner.



It was through a strategic combination of relatable story-telling, recipe videos with top tips and guidance for customers who are unsure of how to best utilise their fine ingredients, and appetising videography that we managed to transform Fine Food Specialist’s online presence and bring a new wealth of customers to their website.

Through inspiring, informative & mouthwatering video content, we humanised the brand and gave sceptical consumers an authentic connection to the brand, it's founder and their ethos, increasing brand trust & knowledge in their luxury heritage.

We worked closely with the company founder, Drogo, and were delighted to receive this testimony after a successful but still ongoing collaboration:

"I was really happy with the end results and Double Up delivered everything they said they would. Nothing was too much and it was a pleasure working with them. All the work was delivered on time in a professional manner and I look forward to working with them again soon."

- Drogo Montagu, Fine Food Specialist


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