Doubling Sales Growth for PACK'D with Smarter Paid Media

PACK’D had carved out a strong niche as a challenger brand in frozen smoothies and healthy eating, bringing together convenience, nutrition and sustainability. Their products are made with organic produce and feature eco-friendly packaging that supports a more sustainable food system.

But while the brand’s values and product quality were clear, digital growth wasn’t keeping pace with ambition.

The frozen category is crowded with supermarket own-label and established health brands. Standing out required more than solid campaigns. It demanded a data-led strategy capable of cutting through the noise, proving value, and acquiring customers at scale without inflating costs.

As a DTC brand, PACK’D also needed to balance short-term acquisition with long-term retention, driving both one-off purchases and subscription growth to create a more predictable, profitable revenue model.

Their challenges were clear:

• Ambitious growth targets: Double web sales in FY24–25.
• Efficiency under pressure: Scale digital acquisition without inflating cost-per-order.
• Subscription growth, turning first-time buyers into loyal subscribers.

We set out to build a data-led performance engine capable of scaling PACK’D’s sales and subscriptions to meet their ambitious targets. The approach was structured from the ground up, with every decision informed by insight and refined through continuous testing and evaluation.

Key elements of our approach included:

• Advanced tracking and measurement: Introduced TripleWhale to create a unified view of the customer journey and proper attribution, so every pound spent could be linked to real sales and lifetime value.
• More innovative structure across channels: Designed a bespoke account structure across Paid Search and Paid Social, ensuring visibility of both high-intent buyers and broader audiences open to trial.
• Creative testing and collaboration: We ran a rapid, always-on creative testing to identify the strongest messages and formats, from health and nutrition benefits to the simplicity of frozen smoothie prep. GGD worked closely with PACK’D’s in-house design team, sharing learnings from high-performing assets and continuously testing new concepts to keep engagement fresh and results improving.
• High-value audience targeting: Focused on reaching sticky, high-value audiences, i.e. customers likely to become repeat purchasers and subscribers, rather than one-off buyers drawn in by discounts.
• Subscription-first optimisation: Built campaigns that prioritised subscription sign-ups and customer retention alongside acquisition, improving lifetime value and reducing reliance on first-order performance.
• Continuous optimisation: Weekly reviews of spend, creative performance, and targeting ensured budgets continually flowed to the highest-performing areas and insights fed back into both channels.

Within just six months, PACK’D moved from ambitious targets to measurable, profitable growth, with paid media driving both immediate sales and long-term subscription value. What began as a push to double sales quickly evolved into a repeatable model for sustainable eCommerce performance.