People need pasties

During a time when the world went upside down, one thing stayed the same: people need pasties. We were delighted to help Proper Cornish keep the British public well-stocked with their favourite savoury treat.

We had been working with Proper Cornish for some time before the Covid-19 outbreak, providing social media management, content creation and out of hours support. However, when the country went into lockdown, we set out to provide Proper Cornish with every avenue of support they would need to move to a new way of trading. Traditionally a B2B wholesaler, we helped Proper Cornish to embrace a new business model of direct to customer collection and delivery, without the need of an ecommerce website or a large budget.

In the weeks running up to lockdown, we were in constant contact with the Proper Cornish team. Once lockdown was announced, we launched into action: rescheduling content to protect the brand, creating new social media content to reflect the changing situation, and ensuring we were there to help Proper Cornish move seamlessly to its new business model.

Out of Hours was a key part of our role, as with every announcement, their customers had questions. Checking and responding to every comment and message from as early as 5am till as late as midnight, meant that customers were never left in the dark and ensured that Proper Cornish’s message was being delivered when it matters.

Thanks to regular new content, organic reach soared to 500,000, with pasty orders coming from across the UK, as well as in Cornwall.

With the home deliveries proving to be a great success, it became clear that social media advertising would allow Proper Cornish to expand its new offering further. Testing the waters with a weekly advertising budget of £10, we quickly saw an impressive ROI, with one day showing £1,000 in orders from just 30p in Facebook advertising spend.

As the need grew, so did Proper Cornish’s distribution reach. What started out as collection from Bodmin, grew to deliveries to St Austell, Padstow, Wadebridge, Liskeard, Truro and even Exeter. With each addition to the delivery route, it was our job to make sure people knew about it via organic social media content and paid campaigns.

The result was great success for Proper Cornish, enabling them to keep Cornwall fed, as well as keep their business on track during an unprecedented time.

A Proper Cornish spokesperson said: “We do not have in-house social media expertise, however working with Oh So Social is just like having an integrated team.”

“We’ve certainly found their expertise and supportive approach invaluable during these very uncertain times; it’s been reassuring to have an agency on board who were very conscious of keeping content relevant to the ever-changing lockdown restrictions, whilst also being a sounding board on how we could best utilise social media to our best advantage during such strange times.

“Their 24/7 service has certainly been a benefit during the period where we have been working with such a skeleton team. We can’t thank them enough for the support and extra mile they have gone to during these past few months.”

The results

3,333% ROI

from Meta ads


organic reach


delivery locations


of pasties delivered


social media coverage

TEDxTruroView Project

business.connected – in Partnership with Vodafone and Enterprise NationView Project

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