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Walker's Shortbread

CPG / Food
Paid Social & Search

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At A Glance:

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Executive Summary

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The Challenge:

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Strategic Insights (Q&A)

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Ready To
 Accelerate
Your Growth?

Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.
Let's Talk
Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.
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Walker's Shortbread
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The Heritage Digital Pivot

Walker's Shortbread

The Heritage Digital Pivot
CPG / Food
Paid Social & Search

106% Paid Revenue Growth for a 125-Year-Old Brand

106%
Increase in Paid Revenue (YoY)
6.8x
Return on Ad Spend (ROAS)
203%
Scale in Ad Spend
1.5M
Spend Scaled Profitably

Executive Summary

The Challenge

The Friction
They relied on "sparing" boosted posts and lacked a cohesive strategy to capture and convert new US customers.
The Stakes
The Opportunity
The Data
Heatmaps showed users missing key CTAs and struggling to navigate product specifications.

The FFG Approach Phase 1

The 5-Level Social Funnel
We moved beyond simple awareness ads to build a comprehensive engine that nurtures users from discovery to purchase. We targeted cold traffic based on interests (Snack Foods, British Culture) and then retargeted them based on engagement depth. We created specific messaging for Social Engagers, Site Visitors, and Cart Abandoners, ensuring we provided the right nudge at the right time to move users toward the purchase.

Phase 2

Intent Capture (Google)
We restructured their Google Ads account to dominate branded terms and capture high-intent searches. By focusing on terms like "Shortbread" and "Holiday Gifts," we ensured Walker's owned the digital shelf when purchase intent was highest, effectively blocking competitors from poaching their customers and capturing demand at the bottom of the funnel.
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Phase 3

The Impact

We successfully scaled a heritage brand for the digital age.
Renevue Walker
More than doubled paid revenue YoY.
Efficiency Walker
Scaled spend to $1.5M+ while keeping ROAS nearly flat (only a 0.12 drop).

Strategic Insights (Q&A)

Question
Can you scale spend without tanking ROAS?
Answer
Yes, but only with a full-funnel structure. If you only target cold traffic, ROAS drops. By building out retargeting layers, we captured the demand we created, maintaining efficiency at scale.

Ready To
 Accelerate
Your Growth?

Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.
Let's Talk
Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.