Growth with stronger economics.

The opportunity

FED, a Melbourne gourmet meal delivery business, had grown through organic marketing, influencers and word of mouth. It needed a paid advertising strategy that could consistently acquire customers at a sustainable cost.

The work

Market research pointed to a different position from competitors focused on low prices, fitness and macros. Scale developed messaging for busy, high-performing customers who valued food quality, health and convenience, opening opportunities in both consumer and business markets.

1. 01

   Build a founder-led message

   Scale scripted and briefed the messaging around FED’s positioning, using the founder to communicate what made the offer different. The published story dates this approach to 2022.

2. 02

   Target incremental customers

   Tightly defined audiences and exclusions helped focus the budget on additional sales, while the proposition supported opportunities in the B2B market.

3. 03

   Turn partnerships into paid creative

   Influencer partnerships were brought into advertising to support acquisition. When FED appeared on The Block, the team quickly adapted that exposure into assets for paid distribution.

The result

The case study reports 675% growth and a 15.38× marketing efficiency ratio. Beyond advertising metrics, FED opened a purpose-built commercial kitchen in Richmond to support the next stage of operations and a local deli. Tyler’s earlier review separately reports growth of more than 190% after the first few months.