Next project Previous project

Marketing strategy & website

Sleaford Quality Foods

Delivery of strategic marketing plan and website with a focus on increasing brand awareness.

Overarching marketing strategy, resulting in the delivery of joined-up communications and an elegant new website for Sleaford Quality Foods.


Established in 1963, Sleaford Quality Foods (SQF) is an award-winning supplier of quality food ingredients widely recognised today for its diverse range of products for both commercial and industrial use, supplying ingredients to many of the UK’s leading food brands and professional kitchens across the UK.

To help increase brand awareness and broaden customer outreach into multiple markets, SQF required an overarching marketing strategy to steer all activities and communications in a clear and commercially focussed direction.


Working closely alongside SQF’s impassioned and industry-knowledgeable team, an initial needs-analysis and competitor review was undertaken by Carmichael Collective — reviewing key areas across the organisation to identify opportunities where enhanced marketing activities would maximise brand awareness and help generate opportunities for new business.


Upon delivery of a well-received strategy, Carmichael Collective was subsequently appointed to implement recommended marketing activities on a continuous basis, with Murray now positioned as the company’s outsourced Strategic Marketing Consultant.

Carmichael Collective continues to support SQF in the effective deployment of its overarching marketing strategy — providing ongoing co-ordination of the company's external communications including PR, social media, ad hoc advertising, as well as the development of an elegant new website showcasing SQF's products and services in a manner that perfectly captures the company's "personal touch".

“I hired Murray because he brings to the table ideas and a thought process that our business demands. He works in-house on a regular basis from our premises and continues to add great value to our marketing activity.”

Richard Oke - Marketing Manager, Sleaford Quality Foods