Yuppiechef is South Africa’s premier kitchen and homeware store, stocking over 8000 products from leading local and international brands founded in 2006 by Andrew Smith and Shane Dryden in Cape Town, South Africa. In 2010, Yuppiechef gained significant media attention through guerrilla marketing that made use of a national marketing campaign by retailer Woolworths called ‘Woolies Lovebirds’. A misspelt URL on Woolworth’s marketing material allowed them to register the URL and post a ransom note asking that Woolworths match any donations by Yuppiechef’s customers to a local charity they supported at the time. Known for its handwritten cards and fanatical customer following, Yuppiechef is considered one of the pioneers of e-commerce in South Africa and has been named the best eCommerce store in South Africa from 2010 - 2015. Yuppiechef’s Head of Marketing Lauren Seddon joins Lerato Mbele for the conversation.