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For the past 8 years, Muscle Fuel has stood tall in New Zealand’s bustling culinary scene, establishing itself as the foremost pre-made meal business in the country. Their journey has been characterised by a dedication to providing clients with nutritious, cost-effective meal solutions that don’t compromise on taste.
What truly sets Muscle Fuel apart is their inclusive approach to dietary needs. They’ve embraced the diversity of modern diets and have intricately tailored their offerings to meet varying requirements. Whether it’s the high-fat, low-carb regimen of Keto, the natural and unprocessed approach of Paleo, or the plant-based richness of Veganism, Muscle Fuel ensures that everyone’s dietary preferences are not just met, but celebrated.
Their subscription models reflect a deep understanding of the modern consumer who seeks both convenience and health. By continuously evolving and adapting to dietary trends, Muscle Fuel has not only catered to the health-conscious but has also played an instrumental role in shaping New Zealand’s perception of pre-made meals. Their consistent focus on quality, affordability, and diverse menu options underscores their commitment to their customers and cements their position at the pinnacle of the industry.
As one of the largest pre-made meal brands in New Zealand, Muscle Fuel were on the hunt to find an agency that could keep up with their aggressive growth targets. Their business model was strong, but they completely lacked any form of strategy with their advertising & previous agencies were unable to deliver a profitable return on investment in their campaigns.
As one of New Zealand’s fastest growing companies, Muscle Fuel we’re going to accept nothing but the best performance and return on investment with their campaigns. The plan was to roll-out their brand new Keto subscription for the first time and scale it to 6+ figures within 90 days.
They also needed a complete refresh of their creatives for their 4 main channels in the business. Ads that would stop the scroll and get people to click and convert into high paying subscribers.
Although Muscle Fuel had been running for over 8 years, their ad accounts had no previous winning data that we were able to leverage. Their average ROAS was sitting at 0.57x which was barely at breakeven, luckily their business model was subscription based so although they were not profitable on the initial purchase, they had the chance to make that back if the customer stayed on over a period of time.
We decided to approach this campaign with a complete reset of their creatives and funnel strategy. Brand new top of funnel ads were designed and we leverage client success stories for retargeting assets. We offered a coupon code at bottom of funnel and throughout abandoned cart sequences as well as our loyalty campaigns that were aimed at bringing past customers back.
The result of this complete refresh has been one of the biggest breakthroughs we’ve delivered in the agency to date. Within just 30 days, we were able to double the monthly recurring revenue of Muscle Fuel, setting a record for the biggest month that they had ever had in their 8 year history. We also improved their average order value, lifetime value and conversion rates and we attribute most of the success to the impact that our creative team were able to deliver for the brand.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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