Chippa Nation Case Study

Who are they?

Chippa Nation is a UK-based ecommerce company that was founded during the first Coronavirus lockdown in spring 2020.

The online marketplace stocks a range of products from independent makers and small businesses.

What was the brief?

Tara Smith, the founder of Chippa Nation, wanted to raise the profile of the new business to boost awareness and sales.

Tara had a clear vision for how she wanted to grow the business but was unsure about the direction for content.

What did I do?

Chippa Nation was launched at a time when ecommerce was booming and people were spending record amounts of time online.

The stockists all had interesting stories to tell and were carefully selected to reflect Tara’s values of supporting fellow independent businesses.

To communicate this and to build content on the website, I started with a series of blog articles to create the Chippa Journal.

This set the stage to tell the story of Chippa Nation, highlight the products for sale and improve SEO.

The next step was to raise the profile of the business.

As Chippa Nation was new, it was important to introduce the business to the target market. This was done with a press release, which gained coverage in Herefordshire publications (where Chippa Nation is based) and on lifestyle websites.

At the time, Tara was also running a pop-up stall at artisan markets (she still does when there isn’t a lockdown), so raising the profile regionally was crucial.

A few months later, to celebrate the launch of the new website, we sent out the first Chippa Nation newsletter.

This served as another introduction to the business by including a link to a Founder Focus article, as well as highlighting a key stockist with a Q&A. The newsletter will continue to be distributed on a quarterly basis.

In addition to the work above, I have worked with Tara on a consultancy basis as she continues to grow Chippa Nation.

It’s been a pleasure to see Tara’s vision become a reality and to support a small business during a roller coaster time in history.

To find out more about Chippa Nation, visit the website at

© Copyright Hayley Maguire 2021