Case Study: allplants achieves referral-driven organic growth and increased customer acquisition with Mention Me

How the vegan food brand drives organic growth and tasty results

allplants is a UK-based vegan meal delivery brand founded in 2015 with a mission to get more people eating plants for personal and planetary health. Spotting strong potential in word-of-mouth, the founders launched a referral programme in November 2018 to acquire and reward customers, turning satisfied buyers into brand advocates and driving organic growth.

allplants promotes referrals across high-impact touchpoints — notably a post-purchase overlay (57% of referred customers) and a homepage banner (32%) — plus account pages and in-pack inserts, and layers referral into seasonal campaigns like Green Friday (planting trees + double discount) and Veganuary (£20 off both referrer and referee). The approach has driven measurable growth: 34% of customers refer friends, 27% of referees convert to first-time buyers, and 18% of referred customers were acquired during the 2019 Veganuary campaign, with the programme continuing to scale.

Allplants

Chloe Watt

Marketing Partner