Case study · FMCG ecommerce

We doubled a postal bakery’s DTC revenue.

Full-funnel growth for Chummy’s® — Google Ads, paid social, SEO and a Shopify rebuild + brand refresh, in nine months.

Visit chummysbakery.co.uk ↗

Client: Chummy’s® Bakery
Sector: FMCG / DTC bakery
Services: Google Ads, Paid Social, SEO, Shopify Web + Brand
Region: United Kingdom
Timeframe: 9 months

+0%DTC revenuevs prior 12 months

0xblended ROASup from 3.1x · ~3x category norm

0%cost per acquisitionsame nine-month window

+0%organic sessionsvs prior year

The brand

Chummy’s® is a premium postal bakery from Worcester, built on one simple, dangerous idea: that a box of brownies could be the best thing to land on someone’s doormat all week. Next-day delivery, beautiful packaging, and an unboxing moment people actually wanted to photograph — the product was already a gift. The problem was never the baking. It was getting enough boxes opened.

A styled spread of Chummy's brownies and treats — FIG. 01

The challenge

Plateaued growth, thin paid efficiency, and a storefront leaking conversions.

When Chummy’s came to us, growth had stalled. A broad-match Google Ads account was spending without discipline, paid social was posting without a funnel behind it, there was no email automation at all, and a dated Shopify storefront was converting below 1% — leaking sales at the exact moment a hungry visitor was ready to buy. The demand was there. The engine to capture it wasn’t.

Great brownies — but the digital shopfront wasn’t doing them justice.

After: the refreshed Chummy's packaging and storefront

Before After

The approach

Four moves, one full-funnel engine.

Paid search, rebuilt from the feed up

We rebuilt Google Ads from the feed up — Performance Max and Shopping reorganised around occasions, AI bidding scripts policing wasted spend, and the product feed segmented so gifting and treat-yourself shoppers saw the right box at the right moment.

ROAS 3.1x → 6.2x

A brand & storefront worth the brownies

A new logo, palette, tone of voice and packaging — then a high-converting Shopify rebuild designed around the gift. The store finally looked as good as the brownies tasted, and the checkout stopped getting in the way.

Conversion rate +87%

Scroll-stopping social, with a funnel behind it

Scroll-stopping creative across Meta, Instagram and TikTok, wrapped in a full retargeting funnel — so the people who paused on a melting-middle close-up actually came back and bought.

Social revenue +126%

The unboxing became the media

We turned the unboxing moment into the media. Seeded creators and customer UGC did the selling for us, and Klaviyo lifecycle flows — built from zero — caught every visitor the ads worked so hard to win.

Email revenue +220%