From seasonal peaks to growth that keeps going all year
Premium Food E-commerce
Artisanal food brand with carefully designed packaging and good brand perception, but revenue that depended almost entirely on the calendar. Christmas, Easter and Valentine's Day worked, the rest of the year much less. The model was buckling on its own: customers bought at a high price with deep discounts, who then never came back.
We killed across-the-board discounts and rebuilt the offer around bundles, themed boxes and occasions, with better margins than single products. The campaigns stopped talking about price and started talking about craft and identity, targeting lookalikes of the highest-LTV customers rather than the most numerous ones. Then post-purchase automations, cross-sell, and reactivation of customers inactive for 45 days.
Monthly revenue went from around €22,000 to over €119,000, at a blended ROAS of 6.2x. 31% of revenue comes from existing customers.
€119,000
Monthly revenue reached
+440%
Revenue growth
6.2x
Blended ROAS
31%
Revenue from repeat customers
The context
Premium food brand, artisanal products, selected ingredients, carefully designed packaging. Strong, recognizable positioning.
And a situation that is common in this category: revenue followed the calendar. Christmas, Easter and Valentine's Day worked. The rest of the year, much less.
The problem
The model was buckling on its own. Customers were bought at a high price with deep discounts, and those customers didn't come back. During promotions the ROAS looked acceptable, but the customer's real value over time was so low that every acquisition was barely profitable.
The ability to sell wasn't missing. What was missing was a way to generate purchases outside the peaks without discounting every time.
What we built
The first move was on the offer, not the campaigns. Out went across-the-board discounts, in came themed bundles: gift boxes, tasting kits, a monthly subscription. Each with better margins than the single product, and with free-shipping thresholds calibrated to push the basket into the range that actually pays.
Then the advertising. Advantage+ Shopping on lookalikes of the customers with the highest lifetime value, not the most numerous ones: those are two different lists, and for years the brand had been optimizing for the second. The creatives stopped saying "buy at 20% off" and started explaining why a product costs what it costs.
Dynamic remarketing covers three different moments, someone who looked and didn't buy, someone who left a cart, someone who hasn't ordered in 45 days, each with its own tone and offer.
On the second purchase we built email flows: a three-message onboarding across the first ten days, cross-sell tied to the product bought, repurchase reminders timed to that specific product. Email contributed 31% of revenue with no acquisition cost.
The result
Within a few months monthly revenue went from around €22,000 to over €119,000, growth of more than 440%, at a blended ROAS of 6.2x.
The number that matters, though, is how that revenue is made up. A third of it comes from people who had already bought. The brand stopped renting customers one promotion at a time and started having them.