Client Spotlight with Brigitta Carter from Ella's Kitchen

Whether you're considering a new website or want to learn more about what it's like to work with Abstrakt, this candid conversation offers valuable takeaways to help you make an informed decision from the very people we’re working with daily.

Client: Ella’s Kitchen
Industry: Baby Food
Region: UK and Global
Client since: 2020

Tell us a little about your business and your role.

Ella’s Kitchen is the number one baby food brand in the UK. Our business was born out of innovation, bringing colourful packaged baby food to a very bland looking baby food aisle in retailers. Now 20 years later, we are the brand that others copy, we are the brand that parents and carers and little ones love. We put little ones at the heart of every decision we make. My role as Brand Performance Manager spans across a wide mix of channels in digital marketing. From maintaining Ella’s Kitchen websites in the UK and RoW, to running our Email Marketing, to managing Paid Media (Paid Social + Paid Search) to drive our Loyalty programme and our eCommerce, to driving database growth initiatives and owning Organic Search Performance.

You’ve been working with Abstrakt for a number of years, across project, sprint and retainer work. How would you describe your overall experience of working with our team?

It’s been an absolute pleasure. The whole team is professional, dependable and real experts in their field. Given that I work in a very lean organisation, I do consider Abstrakt a real extension of my team. We work hard but we also know how to have fun, support each other with advice and recommendations. I consider it an incredibly close relationship.

Do you feel that our team understands your needs and provides solutions that are aligned with your business (and role) goals?

Absolutely! You’ve got under the skin of Ella’s from Day 1! You know the brand guidelines better than anyone and, after all this time, you truly understand our consumers, the needs and wants of parents based on online search behaviours. Then you marry that knowledge with expertise in the field of digital marketing, consumer insights and you deliver a wealth of insights that is always greatly appreciated and well received.

Are there any specifics in our offering (account/project management, strategy, UX , digital branding, SEO, development, etc), or even an individual team member’s support, that you particularly value?

I can’t possibly just pick out one individual as everyone in the team with whom I work regularly are superstars in their own field. Lauren Irwin’s insightful SEO reports are always easy to understand and with clear recommendations for continuous improvements. JJ is clearly an absolute technical wizard! He understands every question thrown at him and is always willing to ask questions so he understands everything required. Nikki is just the most dependable, professional, and expert account manager. She is also a brilliant project manager, always aware of deadlines, willing to go above and beyond to help us meet business critical milestones. I couldn’t be without her!

What (if anything) particularly stands out about working with Abstrakt?

The team always goes above and beyond to help and support. They’re proactive and willing to challenge based on their expertise and experience which is incredibly refreshing from an agency.

Is there anything we could do better / more of to add more value or support you more fully?

More help with tracking and tagging via GTM and GA4 would be nice to have, but I feel like I'm being greedy as you already do so much! ;-)

We know you didn’t have experience of Craft before working with Abstrakt. How do you find Craft as a CMS and how do you find using it in your day-to-day to deliver on your role?

It’s true that I had not previously worked with Craft but I find it very easy to use. Very intuitive and user friendly. We struggled to set up reporting within Data Studio of Craft so perhaps that’s the one thing missing is more out-of-the-box reporting.