Morella Grove is a premium Australian producer of award-winning gourmet food products, specialising in extra virgin olive oil (their flagship product), balsamic vinegars, sauces, artisan gift packs and natural soap. With a strong reputation for quality, the brand sought to modernise its online presence and grow its direct-to-consumer ecommerce channel.
The Challenge
- The existing website was outdated and not optimised for conversions or SEO
- Morella Grove needed to drive more traffic and increase online sales.
- Limited automation and customer retention systems resulted in missed revenue opportunities.
Our Strategy & Implementation
Over 12 months, Fusion Digital executed a full-scale digital transformation, delivering:
✔️ Website Redevelopment – New structure, wireframes, copy, UX enhancements, SEO optimisation, additional pages for stockists with interactive map, digital wholesale program, corporate, farm tours and rewards.
✔️ SEO & Content Marketing – New blog launch for content marketing (Learn), recipe book lead magnets, and technical SEO improvements.
✔️ Email Marketing Automation – Klaviyo flows and lead capture, out-of-stock opt-in with automation flow, and monthly newsletters.
✔️ Digital PR Campaign – Secured coverage in major online publications (TimeOut, 9Kitchen, 7News and more) with links back to the Morella Grove website.
✔️ Paid Media – Set up and optimised Google Merchant Centre for ecommerce sales and set up a new Google Ads account leading to strong returns from paid media.
✔️ Customer Retention Programs – Launched a review collection system and a customer rewards program.
✔️ Wholesale Expansion – Developed an online wholesale program to attract reseller applications.
The Results
📈 140% increase in website traffic YoY
📦 Orders up 49% YoY
💰 Revenue up 42% YoY
📢 Digital PR placements increased site authority by 90% (10 -> 19 DR), while increasing brand awareness and credibility
📩 Email marketing established as a consistent revenue driver
🛒 Category YoY performance:
- Gift Packs: +50% YoY
- Gourmet Range: +57% YoY
- Balsamic Vinegar: +33% YoY
- Drizzle: +14% YoY
- Extra Virgin Olive Oil: +47% YoY
- Apple Cider Vinegar: +54% YoY
Key Takeaways
- Morella Grove’s ecommerce channel is now well established and high performing, and with a lot more potential to scale
- Digital marketing efforts continue to grow sales through SEO, content, Digital PR and paid ads.
- Next steps include expanding content marketing, influencer collaborations, social media ads, and Digital PR.
“Fusion Digital transformed our online presence and delivered real results. We’ve seen a huge uplift in sales, traffic, and customer engagement!”
– Natasha Dal Bon, Morella Grove
