Client: Life Kitchen

How did we transform a cookery school into a multi award-winning organisation with a global online platform?

Project Deliverables

Life Kitchen is a multi-award-winning initiative offering free cooking classes to people living with cancer. We first heard about Life Kitchen, and it’s incredible mission when we saw one of Ryan Riley’s tweets promoting the Life Kitchen Cookery School and its crowdfunding campaign.

His story touched our hearts, and we knew we had to help. After meeting Ryan and his business partner Kim, we became an official Life Kitchen Cookery School partner. As a partner, we developed a website and brand to help promote the school, manage online bookings, and tell its story.

We had several goals with Life Kitchen. The first was to develop a site as vibrant and colourful as Ryan and his team and allowed site visitors to easily book classes, purchase his first Life Kitchen cookbook via sales funnels, donate and learn more about the cause.

The second was to help Ryan market and sell his second cookery book, A Life Kitchen Christmas, and, due to its success, his third book, Taste and Flavour. Additional challenges included developing the technical support and infrastructure necessary to support the wealth of traffic and sales due to the book’s international popularity.  

Since working with Life Kitchen, we have helped them brand, market and sell four of their cookery books, Life Kitchen (2019), A Life Kitchen Christmas (2020), Taste and Flavour (2021), Essential Flavour (2023). The publishing process was two-fold. We first had to help them make their book a reality by conceptualising the design, layout and producing high-resolution mockups for the publisher, before then identifying a courier and printing labels for distribution. Then, we had to create and design a website where people could buy the books, download free ebooks, and implement multiple sales funnels.


Due to Ryan Riley’s regular TV appearances in the UK and Internationally, Life Kitchen cookbooks became highly in demand. But with this wave of interest came a lot of orders and website traffic. Thankfully, we at Hype were on the ball to ensure the website could handle the influx of new customers and process the book orders efficiently. 


In 2021, Ryan’s international success meant the website needed to be adapted quickly to support the global demand for his work. Due to last-minute media commitments in Canada and Australia, we developed a new digital platform to promote Taste and Flavour within a 12 hour time frame. This platform needed to comply with international downloading laws, which meant creating bespoke T&Cs and Privacy Policies for Life Kitchen’s work.

A black background with gold lettering that says "Kitchen Life".
A drawing of a bowl of food inspired by Life Kitchen on a piece of paper.
On the table, there is a coffee cup and a phone. A cup of coffee sits next to them.
Three Life Kitchen cookbooks on a wooden table.

Life Kitchen has been backed publicly by influential figures such as Stephen Fry and Nigella Lawson. A Life Kitchen Christmas was featured on ITV’s This Morning show in 2020, Essential Flavour was also featured on Loraine in 2023. Additionally, Life Kitchen received an award from the Royal Institute of Chartered Surveyors in 2020 for its groundbreaking premises in the North East. 

Thanks to backing from This Morning and Nigella Lawson, their third book, Taste and Flavour, achieved a 2.8 billion online reach, featuring across an array of online and mainstream media outlets including ITV’s Lorraine show, The Guardian, Metro, the Independent, Sunday Telegraph, VICE, Business Insider, The Telegraph Online, Delish, Washington Post, NBC 7 San Diego, Forbes Mexico, ABC 7, CTV News, ABC News, Euro News and the Observer Food Monthly Newsletter.

Global Online Reach

Because Pegasus was established as a brand, we worked incredibly closely with their marketing team to ensure all marketing and new branding aligned with their company’s values and mission. We also helped the company grow its online presence and share its message through social media optimisation, particularly on Facebook and LinkedIn. 

Life Kitchen | Web Design and Development | Edinburgh Websites
We have worked with WeAreHype for a number of years now. The friendly, approachable and easy to talk to team helped create our business concept and understood what was required to meet our goals. Hype supported us with the conceptualisation of our brand, development of our website, creating content in words and visual media and marketing the business through social media with sales funnels in place to help achieve our targets. Once we went live, Hype continued to work with us on our business strategy and still work with us to this day. We recommend Hype to anyone seeking professional marketing support.
John Doe

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