Anthony Edwards, head of strategy at Havas London, said, "She’s created a new philosophy around food, the notion of goodness and the notion of sociability, which is a bigger idea that a lot of food brands need to think about."
Woodward was diagnosed in 2011 with Postural Tachycardia Syndrome which attacked her nervous system. After spending four months in hospital and a further six months in bed, the 23 year old decided to try healthy eating as way to get better. Not a seasoned foodie at the time, she decided to keep a blog to track her new vegan lifestyle and ‘Deliciously Ella’ was born.
Four years down the line, Woodward’s site has over six million unique visitors a month and her debut cookbook is the fastest selling in UK history. Her advice to building a successful digital brand is to stay authentic and be human: "People are there for the lifestyle and the healthy living but being able to show a snapshot of you and your lifestyle and aspects of your character really helps."
Edwards thinks the next step for Woodward could be "Deliciously Ella as a food brand. It now exists across many channels… The food bloggers are going to come up and become the food brands and the people driving food choices and food culture in the UK."