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Annie's Pantry Case Study

Annie's Pantry

Annie’s Pantry had great branding but inconsistent sales. They were running broad ads with no defined funnel, creative testing, or audience segmentation.

The Problem

How we took them to..

80%

more new customers acquired

60%

repeat purchase rate

14x

average ROAS monthly

Our Approach

We built a multi-pronged campaign strategy focused on new customer acquisition while maintaining high ROAS:


Audience Reset

  • Excluded all past customers from targeting

  • Launched campaigns exclusively for fresh customer acquisition


Content That Educates + Converts


Created bold, premium-feel creatives that:

  • Educated pet parents on the problems with conventional kibble

  • Showcased real, preservative-free ingredients

  • Drove urgency with clear CTAs


SEO to Support Paid Growth

  • Added SEO-optimized educational blogs around raw feeding

  • Ensured website visitors had context, clarity, and trust


Creative Funnel Structuring

  • Awareness: Challenged current feeding habits

  • Consideration: Built trust through transparency

  • Conversion: Repeated CTAs + irresistible product visuals

What We Did

1.

New customer acquisition grew from 1–2/month to 10–12/week

2.

CAC dropped to SGD 40–50 — exactly on target

3.

60%+ repeat rate from newly acquired customers

4.

ROAS maintained despite a sharper acquisition focus

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