How a U.S. market leader became No.1 in the UK using a search-first content strategy
The Challenge
InSinkErator dominates the U.S. market for food waste disposals, owning over 70% market share. But when it came to the UK, they were practically invisible.
Their goal? Not just brand awareness, but category creation, getting people to want something they didn’t even know they needed. With low existing search volume in a market dominated by traditional appliances, our mission was to drive demand for the category from the ground up and make InSinkErator the go-to brand in the UK.
How we made food waste disposals a kitchen essential in the UK
What We Did
To launch InSinkErator in the UK and grow demand from scratch, we executed a multi-channel, full-funnel content experience designed to position InSinkErator as market leaders by building category demand and discovery. This included SEO, Paid Social, PR and creators.
We used content to turn “Insinkerate it” into a verb, an action word to make Insinkerator the category leader, replicating famous brand strategies executed by Google, Hoover and more. The “Insinkerate it” action was tied to our product, the food waste disposal, and we created ASMR content, reacted to viral trends, created desirable content that stood out in the feed, and used PR and SEO to drive visibility.
We started with one problem: UK consumers didn’t know what food waste disposals were, let alone why they needed one. So we tackled that head-on with creator content that answered the most-searched (and most googled) questions:
“How does a hot tap work?” “Kettle vs hot tap?” “Is it safe to put food in the sink?”
We teamed up with creators from The Rise Network, publishing native short-form videos across all platforms to bust myths and showcase the product in real kitchens. All of this was optimised for social search. We amplified performance with Spark Ads and boosted content that showed the strongest engagement and conversion potential. At the same time, we layered in press coverage from trend pieces and kitchen hacks, to deals and product PR, to build trust and reinforce demand across all stages of the funnel.
£1.6M revenue in 1 year - a 7x ROI
The Results
Search demand for food waste disposals in the UK rose by 38% YoY, jumping from 31.7K to 43.6K. Branded search also climbed by 22% to hit 36.2K per month. InSinkErator climbed to Position 1 on Google for non-brand searches, outranking every competitor. Social content delivered 14.1M organic views, up from just 480K. Direct revenue attributable from our work hit £1.6M, achieving a 7x return on investment.
We also ranked on social for high-volume keywords like “InSinkErator,” “food waste disposal,” “kettle vs hot tap,” and “garbage disposal UK,” cementing their position across search and social platforms alike.
The PR work also led to Insinkerator being talked about on high-profile publications, including Daily Mail, Good Housekeeping, House Beautiful, Foodism and more
