Project Snapshot / Food Retail / Paid Social / PPC

John Gilmour Butchers

Rapid-response digital advertising to build a new direct-to-consumer sales channel.

When coronavirus disrupted the existing business model, John Gilmour Butchers needed to move quickly and create a more direct route to customers who wanted to buy quality meat online.

The work focused on paid social led by Facebook, supported by PPC where it could widen reach and reinforce demand.

Strategy • Paid Social • PPC • Retargeting

Paid Social
PPC
Strategy

Highlights

454%
ROI

New
direct-to-consumer funnel

Wider
audience reach

More
repeat sales

The challenge

The business needed a fast route to consumer sales.

Coronavirus forced John Gilmour Butchers to act quickly and create new sales channels. The brief was to reach the right consumers directly and turn that attention into online orders.

That made speed, targeting and message clarity especially important from the start.

What changed

A sharper digital advertising mix.

01

Set a clear ad strategy

The campaign plan focused on reaching the right audiences quickly through paid social, with PPC supporting the wider mix where it added value.

02

Use Facebook as the primary paid-social channel

Facebook gave the campaign the right mix of visuals, copy, targeting and retargeting to reach new customers efficiently.

03

Support with Google Search and Display

Google channels were used to build awareness further and reinforce key brand messages.

04

Build a direct sales funnel

The ads were designed not only to drive traffic, but to help establish a more sustainable direct-to-consumer route.

Outcome

A fast-moving sales channel with strong return.

The campaign activity delivered a 454% ROI, increased traffic from the right audiences and helped create a fast-growing direct-to-consumer funnel.

Just as importantly, it supported customer-base growth and repeat sales at a time when the business needed a practical digital route forward.

Strategy • Paid Social • PPC • Retargeting • Audience Targeting

From the client

“They quickly understood what we needed, suggested several strong routes forward and were excellent both at running the campaigns and helping us understand the work.”

Alice Wookey — Head of Online Sales