Good Phats
Good Phats set out to change how people think about cooking fats, premium, health-focused oils and ghee in convenient spray and squeezy formats. The brief: build a direct-to-consumer engine from a standing start while earning shelf space in Britain's most selective retailers.
From a standing start to five retail partners.
Good Phats launched into a crowded category with a premium price, £13 to £20 a bottle against £3 to £4 supermarket oils, and no existing customer base to lean on. The job was to prove demand and quality at once: acquire DTC customers while building the credibility that opens retail doors.
We ran the full funnel across Meta, Instagram, Google, TikTok and LinkedIn. Prospecting into new audiences, dynamic catalogue retargeting for warm shoppers, and a creative-first testing programme run off weekly strategy calls. Over 47 weeks that engine acquired 3,200 customers at a £15.22 blended cost per acquisition.
A premium price, a cold start, and retail to win.
Three pressures at once: justify a premium price, build a customer base from nothing, and earn shelf space in retailers that only stock proven brands.
Breaking into premium retail
The target was shelf space in five selective UK retailers, from Whole Foods and Selfridges to Sainsbury's, Planet Organic and Ocado, all while standing up a DTC foundation.
A premium price to justify
At £13 to £20 a bottle against £3 to £4 supermarket oils, every ad had to earn the price by selling health and quality, never discount.
Building from zero
No existing customers and no warm audiences. DTC acquisition and retail credibility had to be built in parallel across the full 47 weeks.
47 weeks, measured end to end.
3,200 new customers on £48,690 of media, with a 17.3% returning-customer rate and five retail partnerships secured.
The creative that did the selling.
Five ad variations carried most of the volume and efficiency across 47 weeks. Squeezy-format video drove the volume, dynamic catalogue retargeting drove the cheapest customers, and recipe content drove the engagement.
Creative strategy
Squeezy-format video drove the highest volume at strong efficiency. Dynamic catalogue retargeting reached warm shoppers at a £10.32 cost per acquisition, the cheapest in the account. Recipe-led content like the pumpkin recipe earned a 4.13% click-through rate and kept the brand in feed between purchases.
Where the wins came from.
Volume, efficiency and repeat purchase each pulled their weight, here is what moved the most customers.
Squeezy-format video
The workhorse of the account, highest volume at a strong CPA
Dynamic catalogue
£10.32 CPA on warm audiences, the cheapest customers in the account
Recipe content
4.13% CTR top-of-funnel engagement that fed the retargeting pool
Returning customers
17.3% came back to buy again, lifting blended efficiency
Retail credibility
DTC traction opened doors to five premium UK retailers
Weekly optimisation
Strategy calls and real-time pivots turned bottlenecks into volume
From launch to market leader in under a year.
More success stories.
The numbers behind the campaigns. Pipeline generated, deals closed, revenue moved.
£259,375 in revenue at an 8.68x MER.
From a standing start to 3,200 customers in 47 weeks.
Scaled to $277k a month at a 7.1x ROAS.
362 → 768 → 1,150 booked calls a month, year-round.
Five summits sold out on £20K of ad spend.
Word-of-mouth business turned into a paid pipeline.
£102k profit in 10 months at 3.43x ROAS.
ARR doubled, demos tripled.
Stop hoping for leads.
Start building the system.
We specialise in helping businesses generate more leads and sales through online advertising campaigns. A 30-minute strategy call, no pitch, just a clear path to qualified calls every week.
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