The Food People Case Study

Making an impact in a competetive landscape

the food people

0 %

year on year
growth

0 %

Decrease in cpa

0 %

generated scalable ad spend

CLIENT

The Food People are a global food and drink trends agency, renowned for providing businesses with future-focused insights and strategic guidance. Their team of trend analysts, chefs, and marketers helps clients develop their brand, strategy, and innovation programs. A client for four years, their campaigns are focused on driving qualified users to sign up for their newsletter and ultimately subscribe to their trends platform.

CHALLENGE

The primary goal was to deliver significant year-on-year growth while maintaining a strict Cost Per Acquisition (CPA) of £10 or lower on a static budget. The Food People required not just a higher volume of leads, but a higher quality, targeting trendsetters within the food and drink industry who were likely to become full platform subscribers. This had to be achieved in a competitive market with a fixed monthly ad spend.

STRATEGY

To navigate a toughening market and rising CPCs, we implemented an organised, data-driven strategy designed to maximise efficiency and lead quality.

Restructured keyword strategy by combining high- and low-intent keywords into themed campaigns.
Widened intent-driven segmentation to capture a broader range of relevant users while reducing costs.
Implemented automated bid strategies to dynamically manage the budget and ensure CPA targets were met, even during peak seasons.
Refined ad copy to pre-qualify leads, using niche messaging that resonated directly with industry leaders and decision-makers rather than a generic audience.

IMPACT

Our strategic approach delivered significant improvements in efficiency and growth, allowing The Food People to acquire more valuable leads without increasing their budget.

Achieved a 52% year-on-year growth in qualified leads, demonstrating substantial and sustained campaign improvement.
Reduced the Cost Per Acquisition (CPA) by 36%, proving the campaign was successfully acquiring more high-value leads for a lower cost.
Generated a 115% increase in scalable ad spend, as the campaign's efficiency allowed us to reinvest savings to capture more leads than originally projected.
Improved overall lead quality, which was observed over time as a higher percentage of newsletter sign-ups converted into full platform subscribers.

THE BOTTOM LINE

By deploying a comprehensive and data-driven approach, we ensured The Food People’s campaigns remained efficient and impactful in a competitive landscape. This strategy not only drove impressive YoY growth but also steadily increased lead quality, strengthening their sales funnel and delivering more long-term value from their marketing investment.