Revenue up 112%. Media spend flat.
How creative that explained the product, rather than just selling it, more than doubled a premium beef brand's online revenue without a bigger budget.
"It's premium beef" isn't a reason to pay more.
The brand sells premium beef direct to consumers online. The product was never the problem. Most of the people the ads reached had never bought it before, and to them the price was just a number with nothing behind it.
Buying meat online added a second hurdle. How will it arrive? Will it stay frozen? What do I do with it when it gets here? Every unanswered question was a reason not to order.
Media spend was held flat year on year, so any growth had to come from what the ads said, not from how much was spent.
Stop selling the steak. Start explaining it.
Explain what makes it premium
The creative covered what premium beef actually is, what makes it different, how the cattle are raised and why that commands a higher price. The brand had real control over how its cattle were raised, so the ads could show the process instead of making general claims.
Show it at its best
Cooking content let the product do the selling. The education explained why it was worth more. The cooking showed what that looked like on a plate.
Take the risk out of ordering online
The ads answered the practical questions before anyone had to ask them. Packed in dry ice. Delivered frozen. Defrosted at home. No surprises.
Year on year, with media spend unchanged.
| Metric | Change |
|---|---|
| Media spend | +0.2% |
| Shopify revenue | +112% |
| Orders | +98% |
| New customer orders | +90% |
| Cost per purchase | −49% |
| Blended CAC | −47% |
| Blended ROAS | 1.49 to 3.16 |
Blended figures cover all Meta and Google Ads spend against total Shopify revenue and orders.
When a premium product isn't converting, the price is rarely the problem. The explanation is.
If your audience doesn't understand why you cost more, a bigger budget just shows your price to more people who can't justify it.
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