“Very knowledgeable on paid social. I’ve been impressed with how quickly the team was able to get us set up and we’ve seen good improvements since starting to work together. Communication and reporting are strong. The team are very responsive and also happy to help problem solve.”
— Leo, Marketing Director at Grubby

The UK's first 100% plant-based recipe kit

Grubby is on a mission to make plant-based cooking more convenient and accessible without costing the earth. 

They champion British produce and suppliers, use sustainable packaging and delivery and support food waste initiatives.

Webtopia joined forces with Grubby with two clear goals in mind:

• To lower their cost per acquisition by over a third to meet the brand’s internal efficiency goal. 
• To increase monthly ad investment by more than 5x within just two months.

Mixing the Perfect Recipe

We structured the campaigns with the aim of them being to completely cold audiences. As Grubby is a subscription based service, we wanted to ensure we didn’t spend budget on previously acquired customers. 

We also knew we needed to have a great offer, copy and creative as we were up against household names like Hello Fresh and Gusto.

We ran two offers:

Prospecting - 40% off your first box then 20% off your next 3

We used a variety of niche, interest-based audiences aligned with the brand like sustainability & whole foods. We also tested a variety of lookalike campaigns based on their customer list. 

Retargeting - 40% off your first box then 20% off your next + 50% off your first box then 20% off your next 3 

We created Pixel-based warm audiences, targeted together as well as a conversion campaign which targeted a combination of Add To Cart and Initiate Checkout

Marinating in the Messaging

Grubby has a lot of visual goodness to share and we knew that the ad creative was essential in communicating the brand and products. 

We created a variety of different formats including videos of the product productions and meals, and single images of the products with the discounts boldly displayed with text overlay.

We used a humorous tone of voice focusing on different hooks such as: 

➔ Time saved 

➔ Avoid the dreaded supermarket 

➔ Value for money 

➔ Better than your grandma’s cooking 

We were mindful that although it was a vegan product, we didn’t want to be limited to this. To lower the CPA we needed to reach new, broader audiences. 

We also made sure to include strong CTAs in the copy.

Now We’re Cooking With Gas

Webtopia and Grubby plated up an Insta worthy dish! 

Within two months, we reduced their tracked cost per acquisition by over 40%, taking it comfortably below the original target. 

During the same period, we scaled ad spend by more than 5x, creating a strong foundation for continued growth. 

The following month, the brand increased investment by an additional 50%, proving the system was ready to scale further.

• 1600% increase in tracked purchases
• 524% increase in ad spend 
• 199% increase in tracked conversion rate 
• 19% decrease in CPMs 
• 63% decrease in CPA