FED achieved 675% growth, at a 15.38x MER & got featured on The Block.
Overview
FED is a gourmet meal delivery service, founded by Tyler Smith. They focus on delivering high quality meals to Melbourne-based customers.
When Tyler first approached us, they had no paid advertising strategy for consistently and profitably acquiring new customers. Previous strategies focused on organic marketing, influencers and word of mouth.
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The Strategy
Given there was no pre-existing working marketing channels, we conducted market research to create hypotheses on a new positioning angle.
Instead of copying the market and pushing on price, fitness and macros, we went the complete opposite way.
We instead focused on crafting messages around busy, high net worth individuals who really valued their health and wellbeing, over cheap macros delivered in vacuum-sealed plastic.
As a result, we were able to win & continue to push in the B2B market.
The 3 key components to successful execution of this strategy:
- We scripted and briefed the exact messaging, delivered through a founder-led marketing concept - this was in 2022 before this format was more common.
- We used extremely tight targeting to ensure maximum return on every dollar spent. We also added exclusions to ensure adspend lead to incremental sales.
- Leveraged influencer partnerships within advertising to drive down CAC & increase sign up volume profitably.
The Outcomes
The largest achievement we're most proud of outside the financial goals hit was FED's ability to build a new, purpose built commercial kitchen to really help scale the operations and brand to the next level. A close second is when the meals got featured on the block, as the primary sponsor - we swiftly turned these into assets for distribution across paid channels to drive even more performance.
Located in Bridge Road in Richmond, this new facility will support continued growth through paid digital channels and will also double as an amazing new deli addition to the local community.
Our plans moving forward with FED are to continue aggressively scaling profitably, and doing everything we can to help them achieve their mission of bringing genuinely healthy, preservative and seed oil free meals to busy high performers.
"We have been working with scale digital for a few months now and they have been an absolute game changer for our business. We have grown by over 190% since starting with them and growing our business month on month. Matt has been an amazing! Helping us navigate the paid advertising space. We will be sticking with scale digital for the long haul."
Ready to scale?Partner with the people who do it by name and nature.
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