Harvest & Co · Food & drink · 4 months
A DTC pantry brand spending well but buying badly. We rebuilt the account around margin, then let creative do the work.
Harvest & Co were spending well into six figures a year across Meta and Google at a blended 1.8x return, which on their margins meant every additional sale lost money. The account had 40 active campaigns, most of them duplicated across audiences, and reporting optimised for return on ad spend rather than contribution.
The first week was subtraction: we turned off 24 campaigns and consolidated the rest into three. Then we rebuilt measurement around contribution margin, so a product with thin margins stopped being rewarded for a flattering return figure. Creative moved to a fortnightly testing rhythm with a clear hypothesis behind each batch rather than variations on a theme. Lifecycle email picked up the customers paid media was previously buying twice.
Cost per acquisition fell 54% within one quarter and return on ad spend rose from 1.8x to 4.1x on a slightly smaller budget. Email grew to 31% of total revenue, which changed the economics of acquisition rather than just improving them.
“The first thing they did was tell us to turn off half our campaigns. That is not what an agency normally does, and it is exactly why the numbers moved.”
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