Free From All

Free From All

The Project.

Free From All


Free From All


Jan 2019 - present


Consultancy / Web Design / Digital Marketing



Creating and launching a new online free from food retailer utilising the Shopify platform. Then supporting and building the business over the first 18 months through PPC, SEO, email marketing and social media.

+390% revenue

+3x ROI

-57% CPA

The Brief.

It’s not too often we get to work on with a start up business when it’s really just the seed of an idea. When we first spoke to the team at Free From All they had a name and a URL and were at the very early stages. We were fortunate to be involved right from the start as they developed their product range, considered their audience and how to communicate their brand. Initially we operated as a consultant helping them shape their ideas and giving them some guidance towards the investment they would need to bring it to life. 

We then started to work on creating a brand identity and brought in Charles Buckley Design to help us realise this. The next stage was to create the website. We recommended Shopify for it’s ease of use, low cost to market and the flexibility as a platform that could be built upon as the business grew. Along with setting up the website itself, we helped with much of the product data. We knew this would be key to delivering a great user experience, particularly for customers who would have very specific dietary requirements and still want to find their products easily.

Once live we then switched our services again, now to focus on retained digital marketing services. We continue to manage the overall marketing plan, driving traffic and revenue through PPC, email marketing and social media. We’re constantly developing the organic visibility of the website by improving the on site content and developing in bound links. Alongside this we also provide design for print and 3rd party advertising in specialist magazines and websites. 


  • Advise on product, content, customer & delivery service
  • Identify & define the audience
  • Develop the brand identity
  • Set up the website and product content
  • Set up and manage the digital marketing channels
  • Manage the development plan to constantly improve the user experience
  • Optimise spend through paid marketing channels
  • Grow organic search visibility
  • Day to day technical support
  • Ongoing reporting, analysis and support to drive business growth

How We Did It.



Website built on the Shopify platform with integration to Google Shopping, Mailchimp, & Facebook Shops. Also includes marketing promotion modules and Loyalty Lion customer loyalty points.


Mix of Google & Microsoft Ads with on site content development to increase organic visibility.

Email Marketing

Regular marketing and automated emails through Mailchimp.


Mix of organic and paid posts to increase followers and boost engagement.


Posting image content with relevant hashtags to extend reach.

"pjm:digital have helped us start our new online business, always going above and beyond what was agreed. Would definitely recommend to anyone wanting any level of digital support."
Free From All Icon
Jonathan Voss

We are thrilled to still be working with the team at Free From All and supporting them as their business continues to grow. We’re constantly testing and developing their digital marketing activity, as well as offering support to the operational challenges. This was especially true during 2020 which saw a surge in demand during the lockdown periods, some 2-3 times higher than what we’d seen during the Christmas period. We continue to operate as an “on call” supplier with regular catch ups, shared and collaborative planning and relevant, timely and informative reporting on our activities.