Building a creative roadmap that scaled to 39× ROAS.
Purrform makes premium raw cat food in a category where most competitors were already on Meta. Purrform wasn't. We built the Paid Social presence from a blank page, anchored it in the 5-Day Fresh range, and scaled creatively from there.
39×
ROAS · single year · Paid Social
39×
ROAS · single year
Upper-funnel
Market share captured
Recognisable
Creative system
Where it hurt
Purrform produces premium raw cat food in a UK market with a significant misconception about the safety of raw feeding. Their organic brand was strong. Their Paid Social presence was non-existent.
Meanwhile, competitors were spending heavily on Meta. The gap was clear: own upper-funnel attention while the category was still being formed in the buyer's mind, or play catch-up later.
What we saw
When you enter a category late on Paid Social, the temptation is to imitate the leaders. The opposite move is the right one: anchor on the part of the range nobody else can claim. For Purrform, that was 5-Day Fresh. One USP, tested creatively, becomes the foundation everything else scales on.
What we did, and why
01 · Pick the wedge
Centre the strategy on Purrform's 5-Day Fresh range. Position it as the unique entry point into raw feeding for cautious cat owners. Address the consumer-safety misconception head-on.
02 · Test the creative
With no existing ads to baseline against, run a structured creative test programme. Diverse formats, consistent USP, brand-recognisable visual identity. Iterate on what earned engagement.
03 · Expand the range
Once 5-Day Fresh was performing, expand the same creative system to kitten and senior ranges. Maintain visual identity across all formats so the ads compounded brand recognition.
The numbers, in plain language
Purrform reached a 39× ROAS within a single year of starting Paid Social. Upper-funnel market share moved meaningfully in their direction as competitors continued chasing lower-funnel conversion.
The brand now operates a structured creative roadmap as the core of its acquisition motion. The 5-Day Fresh wedge has expanded into a full-range creative system without losing visual coherence.
The Paid Social work.
For brands like yours
Premium brands don't need to chase the category's leaders on Paid Social. Lead on the part of the range nobody else can claim, anchor on creative that earns the brand back, and the platform becomes a compounding asset rather than a treadmill.
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