First, some
CONTEXT
Cauldron is a vegetarian and vegan food brand that loves everything to do with plants and how they can be transformed into really tasty food.
With four main products - tofu, falafels, veggie sausages and veggie bakes, they’re on a mission to get everyone loving plants through great-tasting foods and inspiring recipes. But, they’re not alone. There’s a clear demand, and plenty of brands have stepped up to the plate.
THE PLAN(T) OF ACTION
(not even sorry)
Where do we come into all of this?
Initially, they needed a long-term social strategy to build brand awareness, grow a relevant audience and inspire plant-based cooking at home.
A 2024 rebrand introduced new content pillars and messaging, making it the perfect time to reassess our approach to their social media.
We scaled them from 3 posts per month on Facebook and Instagram to over 3x that across Instagram, TikTok and Facebook, defining their complete strategy.
OUR
APPROACH
Cauldron’s strategy is all about reaching ‘plant-curious’ audiences. Those who need confidence to cook more plant-based meals (they’ve had a dabble. They like what they’ve tried. They want to try more.), while engaging their existing community.
As for what they want to talk about, there are three key pillars:
Flavour
Plants
Positivity
INFLUENCING THE MASSES
Brands are biased. They’ll always tell you their products are great. But different voices are going to increase customer confidence and create that ‘FOMO’ feeling.
For Cauldron, we recommended working with new, relevant influencers each month to communicate key messages and tap into the influencers’ followers, who are likely going to be interested in Cauldron.
This helped grow Cauldron’s audience, put the brand in front of new people and resulted in some amazing content which has constantly made us hungry. Every day.
INHOUSE CONTENT CREATION & REACTIVE CONTENT
Ok, we did say other people shouting about your brand is needed. But, you do need to talk about it yourself too. Sometimes.
To communicate a specific message and ensure the brand is strong, cohesive, and consistent (visually & through the TOV), we create in-house content that covers video, graphics, and imagery.
Creating content in-house also allows us the flexibility to reactively jump on relevant trends in real-time. Like this post
cauldronfoods
COMMUNITY MANAGEMENT
It’s often thought that community management is a fancy social media word for customer service. That thought is wrong.
It’s about building the community, extending relevant relationships, being present as a brand and pushing the brand’s tone of voice and personality. It’s a skilful way to humanise the brand and have genuine conversation.
We’ve all heard of the Weetabix X saga. If you haven’t, type ‘Weetabix and Heinz Beans on X’ into Google. Then tell your boss you’re doing research for 10-15 minutes and have a scroll through the comments. It makes for a good read.
For Cauldron, community management has increased engagements and a whole load of social media collaborations, all initiated through the platform.
PAID SOCIAL
It’s no secret that organic reach on most social platforms has been in decline for some time.
To allow Cauldron’s content to be seen and heard (and by the right people), we create a boost plan each month for their Instagram content, which puts their posts in front of a relevant audience.
This has helped increase reach, which in turn has a knock-on effect on other metrics, such as engagement and follower growth.
official_levi_roots
AND
DID IT WORK?
Yes. For the skeptical amongst us…
SOME NOT-So-SUBTLE
SOCIAL PROOF
"Good n’ Proper are a valuable partner because we can trust them to deliver. They’ve worked incredibly hard on our social media marketing for a number of years now, and have delivered results that have had a big impact on the brand (including our recent rebrand). We’d happily recommend Phil and the team to anyone looking for help with their content marketing efforts."
LINDSAY WINSTANLEY
Head of Digital, Cauldron Foods
GOT A
TASTE FOR IT?
If you like what you see and need some support with your social media marketing efforts, come and slide into our DMs.
And by that, we mean email us.
First, some
CONTEXT
Cauldron is a vegetarian and vegan food brand that loves everything to do with plants and how they can be transformed into really tasty food.
With four main products - tofu, falafels, veggie sausages and veggie bakes, they’re on a mission to get everyone loving plants through great-tasting foods and inspiring recipes. But, they’re not alone. There’s a clear demand, and plenty of brands have stepped up to the plate.
THE PLAN(T) OF ACTION
(not even sorry)
Where do we come into all of this?
Initially, they needed a long-term social strategy to build brand awareness, grow a relevant audience and inspire plant-based cooking at home.
A 2024 rebrand introduced new content pillars and messaging, making it the perfect time to reassess our approach to their social media.
We scaled them from 3 posts per month on Facebook and Instagram to over 3x that across Instagram, TikTok and Facebook, defining their complete strategy.
OUR
APPROACH
Cauldron’s strategy is all about reaching ‘plant-curious’ audiences. Those who need confidence to cook more plant-based meals (they’ve had a dabble. They like what they’ve tried. They want to try more.), while engaging their existing community.
As for what they want to talk about, there are three key pillars:
Flavour
Plants
Positivity
INFLUENCING THE MASSES
Brands are biased. They’ll always tell you their products are great. But different voices are going to increase customer confidence and create that ‘FOMO’ feeling.
For Cauldron, we recommended working with new, relevant influencers each month to communicate key messages and tap into the influencers’ followers, who are likely going to be interested in Cauldron.
This helped grow Cauldron’s audience, put the brand in front of new people and resulted in some amazing content which has constantly made us hungry. Every day.
INHOUSE CONTENT CREATION & REACTIVE CONTENT
Ok, we did say other people shouting about your brand is needed. But, you do need to talk about it yourself too. Sometimes.
To communicate a specific message and ensure the brand is strong, cohesive, and consistent (visually & through the TOV), we create in-house content that covers video, graphics, and imagery.
Creating content in-house also allows us the flexibility to reactively jump on relevant trends in real-time. Like this post
cauldronfoodsCOMMUNITY MANAGEMENT
It’s often thought that community management is a fancy social media word for customer service. That thought is wrong.
It’s about building the community, extending relevant relationships, being present as a brand and pushing the brand’s tone of voice and personality. It’s a skilful way to humanise the brand and have genuine conversation.
We’ve all heard of the Weetabix X saga. If you haven’t, type ‘Weetabix and Heinz Beans on X’ into Google. Then tell your boss you’re doing research for 10-15 minutes and have a scroll through the comments. It makes for a good read.
For Cauldron, community management has increased engagements and a whole load of social media collaborations, all initiated through the platform.
PAID SOCIAL
It’s no secret that organic reach on most social platforms has been in decline for some time.
To allow Cauldron’s content to be seen and heard (and by the right people), we create a boost plan each month for their Instagram content, which puts their posts in front of a relevant audience.
This has helped increase reach, which in turn has a knock-on effect on other metrics, such as engagement and follower growth.
official_levi_rootsAND
DID IT WORK?
Yes. For the skeptical amongst us…
SOME NOT-So-SUBTLE
SOCIAL PROOF
"Good n’ Proper are a valuable partner because we can trust them to deliver. They’ve worked incredibly hard on our social media marketing for a number of years now, and have delivered results that have had a big impact on the brand (including our recent rebrand). We’d happily recommend Phil and the team to anyone looking for help with their content marketing efforts."
LINDSAY WINSTANLEY
Head of Digital, Cauldron Foods
GOT A
TASTE FOR IT?
If you like what you see and need some support with your social media marketing efforts, come and slide into our DMs.
And by that, we mean email us.
First, some
CONTEXT
Cauldron is a vegetarian and vegan food brand that loves everything to do with plants and how they can be transformed into really tasty food.
With four main products - tofu, falafels, veggie sausages and veggie bakes, they’re on a mission to get everyone loving plants through great-tasting foods and inspiring recipes. But, they’re not alone. There’s a clear demand, and plenty of brands have stepped up to the plate.
THE PLAN(T) OF ACTION
(not even sorry)
Where do we come into all of this?
Initially, they needed a long-term social strategy to build brand awareness, grow a relevant audience and inspire plant-based cooking at home.
A 2024 rebrand introduced new content pillars and messaging, making it the perfect time to reassess our approach to their social media.
We scaled them from 3 posts per month on Facebook and Instagram to over 3x that across Instagram, TikTok and Facebook, defining their complete strategy.
OUR
APPROACH
Cauldron’s strategy is all about reaching ‘plant-curious’ audiences. Those who need confidence to cook more plant-based meals (they’ve had a dabble. They like what they’ve tried. They want to try more.), while engaging their existing community.
As for what they want to talk about, there are three key pillars:
Flavour
Plants
Positivity
INFLUENCING THE MASSES
Brands are biased. They’ll always tell you their products are great. But different voices are going to increase customer confidence and create that ‘FOMO’ feeling.
For Cauldron, we recommended working with new, relevant influencers each month to communicate key messages and tap into the influencers’ followers, who are likely going to be interested in Cauldron.
This helped grow Cauldron’s audience, put the brand in front of new people and resulted in some amazing content which has constantly made us hungry. Every day.
INHOUSE CONTENT CREATION & REACTIVE CONTENT
Ok, we did say other people shouting about your brand is needed. But, you do need to talk about it yourself too. Sometimes.
To communicate a specific message and ensure the brand is strong, cohesive, and consistent (visually & through the TOV), we create in-house content that covers video, graphics, and imagery.
Creating content in-house also allows us the flexibility to reactively jump on relevant trends in real-time. Like this post
cauldronfoodsCOMMUNITY MANAGEMENT
It’s often thought that community management is a fancy social media word for customer service. That thought is wrong.
It’s about building the community, extending relevant relationships, being present as a brand and pushing the brand’s tone of voice and personality. It’s a skilful way to humanise the brand and have genuine conversation.
We’ve all heard of the Weetabix X saga. If you haven’t, type ‘Weetabix and Heinz Beans on X’ into Google. Then tell your boss you’re doing research for 10-15 minutes and have a scroll through the comments. It makes for a good read.
For Cauldron, community management has increased engagements and a whole load of social media collaborations, all initiated through the platform.
PAID SOCIAL
It’s no secret that organic reach on most social platforms has been in decline for some time.
To allow Cauldron’s content to be seen and heard (and by the right people), we create a boost plan each month for their Instagram content, which puts their posts in front of a relevant audience.
This has helped increase reach, which in turn has a knock-on effect on other metrics, such as engagement and follower growth.
official_levi_rootsAND
DID IT WORK?
Yes. For the skeptical amongst us…
SOME NOT-So-SUBTLE
SOCIAL PROOF
"Good n’ Proper are a valuable partner because we can trust them to deliver. They’ve worked incredibly hard on our social media marketing for a number of years now, and have delivered results that have had a big impact on the brand (including our recent rebrand). We’d happily recommend Phil and the team to anyone looking for help with their content marketing efforts."
LINDSAY WINSTANLEY
Head of Digital, Cauldron Foods
GOT A
TASTE FOR IT?
If you like what you see and need some support with your social media marketing efforts, come and slide into our DMs.
And by that, we mean email us.
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
© Good and Proper Marketing Limited. All rights reserved, 2026.
© Good and Proper Marketing Limited. All rights reserved, 2026.
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG