&Marketing Case Study: Using Organic SEO to Increase Brand Awareness for Cello Cheese

Business Challenge Summary

Cello Cheese is a growing brand of specialty cheese that strives to make the category of specialty and artisanal cheeses exciting and accessible to all. In the summer of 2020, Cello Cheese underwent a brand repositioning with the goals of increasing in-store sales, growing brand awareness, and increasing their distribution via an enhanced digital presence.

Cello Cheese had a clear vision of what they wanted for a new and improved website, but they needed food and beverage digital marketing experts to develop and implement an integrated digital marketing strategy that included an upgraded website, focus on SEO, better content, and consistent email marketing.


&Marketing’s Food & Beverage Marketing Approach

Based on these challenges, &Marketing proposed a two-phase approach to accomplish these objectives:

1) Move all content to a modern WordPress site, with a chatbot functionally and a front end builder to allow future content updates to be made internally by Cello employees. This also included updating the messaging and layout by applying our Storytelling & Branding framework to provide a strong foundation, improve navigation and consumer experience, raise engagement levels, and improve SEO.

2) Create new content targeting Cello Cheese’s target audiences via a
monthly content distribution strategy (accompanied by a content calendar) to grow an active
online community based on data, audience, and market research.

After successfully migrating Cello Cheese’s website from SquareSpace to WordPress, we started phase two with a full Business Intelligence analysis. This work included:

  • Recommendations for adding keywords to web page titles, descriptions, URLs, and on-page content to improve SEO.
  • Identifying highly searched non-branded keywords to incorporate in new content.
  • Identifying opportunities to differentiate Cello Cheese within the highly competitive digital landscape.
  • Setting up monthly reporting with Google Data Studio and Search Console for monthly analysis and results tracking.

Based on our Business Intelligence analysis, we created a monthly content distribution strategy, mapping it onto one central calendar. The calendar featured SEO optimized content recommendations as well as content topics to highlight Cello’s expertise and position them as category thought leaders. This included creating SEO-optimized blogs and sharing them with their target consumers via email to increase consumer engagement and awareness, which served to also make Cello Cheese more competitive against online retailers sharing similar target keywords.


As a result of these actions, Cello Cheese saw significant increases in their digital presence, awareness, and overall goal completions. Results included:

  • 215% increase in organic traffic
  • 214% increase in goal conversion rates
  • 98% increase in goal completions
  • 262% increase in where to buy goal conversion rate
  • 128% increase in where to buy goal completions
  • 48% goal conversion rate for email marketing
  • 14% increase in pages per session
  • 69% increase in average session duration

We built on this foundational work with ongoing support that included quarterly content calendar updates, drafting and publishing recurring content that touched all levels of the sales funnel, writing and designing a downloaded eBook, sending a monthly consumer email newsletter, providing content to update social media channels, and a sharing a monthly analytics report with insights and recommendations on how to improve and achieve their goals on a rolling basis.

Are you facing challenges of your own in your food and beverage marketing?

Want to learn how &Marketing can help you with your organic SEO strategy and overall website enhancements?? Contact us today to chat or download our simple go-live website checklist to support your DIY efforts.

Are you facing challenges of your own in your food and beverage marketing?

Want to learn how &Marketing can help you with your organic SEO strategy and overall website enhancements?? Contact us today to chat about your DIY efforts.

About &Marketing:

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.