Client wins

MuscleFood

Contributing to a £1m EBITDA improvement and increasing contribution margin.

£1m

EBITDA improvement

+29%

margin return for every £1 spend

+10%

non-brand ROAS

Fresh food businesses like MuscleFood are complex. Perishable goods with a short shelf life, high shipping costs and cyclical buying patterns meant media buying has to be cost controlled during softer seasonal periods, budget phased in-line with buying behaviour and demand created during mid-month slumps.

We worked with MuscleFood to reimagine their ad creative by segmenting their audience by fitness goal and diet plan, e.g. GLP-1, keto and Hyrox/CrossFit athletes.

A challenge we faced was a prolonged period where we believed Meta’s algorithm was making poor decisions across multiple client accounts by serving to irrelevant audiences and allocating spend to under performing ad creatives.

To take back control, we took a contrarian stance and bucked mainstream best practice advice. Our media buyers tested manual optimisations, granular audience exclusions and forcing spend through creatives with strong performance signals.

The Creative

Ad Creative Showcase

Scroll down to explore the high-performing creatives.

3 Reasons: Keto Vid

Podcast Ad Example

Static (Image) Ad

The Results

Since deploying our new efficiency-centred approach the business has seen big improvements in profitability - supported also by margin innovation activities by the business internally. EBITDA & Contribution are both up, with margin return for every £1 spent increasing by +29% over the past 12 months vs. the 12 months prior.

For the first time, MuscleFood has scaled a true non-brand pMax campaign - ensuring that we’re delivering true new customers and incremental new orders.

This alongside the account restructure has delivered improved channel metrics - with non-brand ROAS improving by +10% and CPA falling -32% for the last 12 months vs. previous 12 months.