Finding the best seasonal produce from unique suppliers in the UK and overseas is the cornerstone of Wellocks’ business, earning it a solid niche in a competitive market. To achieve its ambitions of becoming the market leader in supplying fresh produce to the hospitality sector, Wellocks turned to the fabl in 2014 in order to help them tell their story.
Our strategy was to take Wellocks’ approach to sourcing and delivering ‘perfect ingredients’ and turn it into an adventure. We created ‘The Search for the Perfect Ingredient’ positioning Wellocks as expert explorers and product pioneers – and inviting customers to share in the exciting journey of discovering a new product – be it a humble spud or spectacular strawberry.
To help the story stick, we created a new website for Wellocks illustrating the ‘search’ on the home page and showing the journey from field to fork – including miles travelled. Reflecting the high-quality and exclusivity of the products, the website includes beautifully crafted copy, animations, illustrations, eye-catching imagery, engaging content and videos of various searches. It also features a graphic of owner James Wellock catching a welberry – Wellocks’ logo – beneath a tree. Customers – including top chefs – also feature in videos cooking the ‘perfect ingredients’ delivered to their door fresh from the farm.
The ‘search’ strategy builds anticipation for new and seasonal products ahead of their arrival in the warehouse, increasing demand and desirability. It has also raised the premium perception of the Wellocks brand in the market and we have continued to develop this online and off to appeal to customers who demand high quality products and services.
The Wellocks tree logo – designed and illustrated by the fabl – now graces the side of dozens of Wellocks trucks – from compact Mercedes Sprinter vans to massive articulated lorries – making a powerful mobile brand statement on the move or parked outside top restaurants and hotels nationwide. We have created stunning packaging for Wellocks products increasing their desirability with chefs and providing lots of shelf appeal.
The ‘Search for the Perfect Ingredient’ is a brand story which has stuck – and literally branched out. In 2016, Wellocks launched a range of super exclusive products called Special Branch, The fabl designed the logo – an elegant titanium and black stylised version of the Wellocks’ tree – as well as a range of exclusive packaging for products from top producers around the world and Wellocks’ partners.
We continue to help Wellocks gel with its customer base on social media, through PR, direct and e-marketing. Most recently we supported the launch of its live stock online ordering system, a first in the foodservice industry.
From a small family business, Wellocks now employs over 400 staff delivering over 300 metric tonnes of produce a week nationwide from four distribution hubs. Its customers include over 1,500 top hotels and Michelin-starred restaurants, and leading chefs such as Michael Wignall, Simon Rogan and Daniel Clifford. In 2015, Wellocks was ranked in the Investec/Times Mid-Market 100 Fastest-Growing Privately Owned Companies in the UK.
And it shows little sign of slowing down. Having just completed the renovation of a 20,000 sq ft building adjacent to its Lancashire HQ to serve as a new food preparation centre, its continual expansion is evident.
In May 2017, Wellocks was named one of the fastest-growing SMEs in the UK in the London Stock Exchange Group’s ‘1,000 Companies to Inspire Britain’. Wellocks demonstrated sustained revenue growth over a three-year period and outperformed its competitors to make it onto the list. The company’s revenue grew from £32.6 million in 2014 to £46.2 million in 2016.For Wellocks, Storygelling has become the perfect ingredient to help their business grow; elevating the Wellocks brand into something extraordinary.
“Working with the fabl is a pleasure. Our website and our vehicles are admired by everyone who sees them and the new brand the fabl created for us truly reflects the quality of our special produce. I believe that the team at the fabl understands Wellocks, our business and our goals – and they can help us to show the world what we stand for.”James Wellock Managing Director, Wellocks