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färm is a Belgian organic grocery retailer on a mission to make sustainable food more accessible through a curated product selection, fair pricing and firm environmental commitments. [TO CONFIRM: number of stores and regions.]
The brand was already appreciated by the people who knew it. The ambition was to turn that appreciation into a living community on social media, one that keeps färm in people’s weekly routine in a grocery market where larger chains outspend it on every channel.
The work started in November 2023 as a collaboration between blue2purple and MKKM, the social and influence agency that joined blue2purple in 2026. The same teams now run the account inside blue2purple’s content and media pillars.
How do you build a community around a grocer without turning the feed into a catalogue of offers?
färm did not want to rely on promotional content. A feed of offers would have traded the brand’s values for short-term attention, and in organic retail the values are the reason people choose the store.
The social presence had to do two things at once: educate and inspire people around sustainable eating, and give them a concrete reason to come back, online and in store. Every post had to carry färm’s commitments without losing sight of why the brand exists commercially.
Producing that mix consistently, every week, is beyond what a small internal team can carry alone. blue2purple works as an extension of färm’s team, bringing content strategy, creative production, community and paid media together under one owner and one rhythm.
One editorial system, three reasons to follow färm
We built a social-first content strategy designed to support the customer journey from inspiration to in-store visit. Instead of separating brand content from commercial content, we designed three complementary pillars that feed each other.
Educate and inspire. färm’s commitments, product quality, local producers and practical recipes that make sustainable eating something people can do on a Tuesday evening.
Humanise the brand. Employee stories, authentic UGC and everyday moments that give the färm community a voice, and give the brand a face.
Drive store traffic. Seasonal products, new arrivals and promotional offers that give consumers a concrete reason to visit.
The balance is the point. Promotional content alone is the feed färm wanted to avoid. Brand content alone does not give anyone a reason to act. The first two pillars earn the attention the third one uses.
Always-on amplification on Meta, bought for local reach
The editorial content is amplified continuously on Meta through an always-on paid social approach, optimised for local reach, ad recall and store visits. Always-on rather than campaign bursts, because a community is built by showing up every week, not every quarter.
What always-on social has produced since November 2023
Since November 2023 [TO CONFIRM: end month], the always-on strategy has delivered:
- Nearly 24M impressions, keeping färm visible week after week.
- Over 113K clicks, turning social visibility into consumer action.
- An average CPC of €0.19, converting paid reach into traffic efficiently. [TO CONFIRM: benchmark or prior-period CPC.]
- 35K+ interactions, with selected content formats reaching engagement rates of up to 10%.
UGC and recipe-led content stood out as the most engaging formats. The content that performed best was the content that was useful or human, running alongside the commercial messages rather than instead of them. The audience made the argument for the three-pillar mix.
By combining brand storytelling, community-driven content and always-on paid media, färm now has a social ecosystem that builds engagement around the brand and supports its long-term drive-to-store ambition, without the internal team having to grow to sustain it.
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