Sawley Kitchen
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Sawley Kitchen
Services
Meta
Sector
Online Direct-to-Consumer Bakery
Results
Revenue +402% YoY
Summary
Sawley Kitchen has seen a lot of success in the B2B trade, supplying hotels and venues with their award-winning products for years. Whilst they have always maintained an online direct-to-consumer presence, this made up only a fraction of their overall sales and revenue and as such has not been a huge focus for the business.
We used Meta ads to bring their products to an engaged audience, looking to increase traffic and sales on the website during a busy Q4 period. Using limited budgets, we were able to drive cost-efficient sales to a point where activity had to be slowed down in order to maintain service levels.
The Brief
A family-run Yorkshire bakery producing award-winning products, Sawley Kitchen specialise in handcrafted baked goods using their family's vintage recipes. Enjoying a dedicated and loyal following, the business has been able to grow steadily through B2B over the last few years.
Growing the B2C side of the business had never been a high priority but hey had trialed both Meta & Google ads in the past with limited success and although keen to keep exploring, were slightly sceptical of the potential uplift that could be achieved by running digital ads.
Using UGC-style unboxing ads, we were able to significantly increase sales, subscribers, and traffic to the website at a remarkably cost-efficient rate. So much so that our main limiting factor was sourcing enough product and staffing hours to fulfill orders at the required rate.
How did we help?
We began by auditing the client’s Business Manager and ad account to ensure alignment with best practices and proper tracking functionality. Using insights from previous activity, we established benchmarks for our target CPA's and sales forecasts. Next, we developed a creative strategy centered on authentic, phone-captured unboxing videos of the client’s hero product. With a focus on a single product, we identified a core audience of potential gifters likely to purchase it as a present in the crucial gifting period of Q4. Finally, we launched the campaign, optimising the approach to capitalise on key periods such as Black Friday and Christmas peak periods.
Working closely with the client, it was important to manage the campaigns with a consideration to the teams capacity to deliver the high level of service they are known for. This iften meant that campaigns were pulled back or paused to allow the busines to deliver.
Meta
Q4 presented a good opportunity to target higher-intent buyers with it being a heavy gifting period. To effectively target these, our audience targeting was built on Meta's advantage plus but we chose to layer on 'Gifters' who were also 'engaged shoppers'. This narrowed our audience fairly considerably but also allowed us to scale using the modest ad spend budgets given to us. By ensuring our audience were high-intent purchasers, this allowed us to focus solely on the lower sales level of the funnel.
We doubled down on this within the copy and ad creative by producing assets that presented our hero product as the perfect gift. By layering this onto a UGC style unboxing video, this was hugely effective at selling the idea rather than the product which iss crucial for those looking to buy for others.
Throughout the campaign we continuously looked to optimise and reflect the selling period we were anticipating. As a DTC brand we were concsious of aligning with postage dates to ensure no customers were left disappointed if they didn't get their products in time. When Fresh creative was introduced, this was rotated in to keep the campaign from slipping back into the 'learning phase' and ensure performance was maintained.
The Results
The campaign delivered outstanding results, driving a +164% increase in traffic year-over-year and translating this into a +181% uplift in sales. Revenue saw an impressive +402% growth YoY, showcasing the effectiveness of our targeted approach and creative strategy. Additionally, we achieved an 84% reduction in CPA, significantly improving cost-efficiency while exceeding performance benchmarks.
+164%
YoY Site Traffic
+181%
YoY Sales
-84%
Cost Per Acquisition
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The Meta ads they introduced for Sawley Kitchen sky rocketed our online sales in Q4. It was phenomenal to experience the madness it caused!
Marketing Manager
A Word From The Team
We’ve loved working with Sawley Kitchen and it’s been such a pleasure to see how the results of the campaign have transformed their business. It’s always a good problem to have when we have to scale down the campaigns because performance is strong but fundamentally this has given them a platform for future growth that they may not have been able to achieve otherwise. As a business with multiple revenue streams, it can be difficult to find the time and resource to try and scale one element but the additional revenue and learnings will now shape the coming years for SK.
