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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.
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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)
43%
Scale in Ad Spend
1.5M
Spend Scaled Profitably

Executive Summary

Walker's Shortbread, a heritage Scottish brand, needed to modernize its US acquisition strategy. FFG deployed a sophisticated full-funnel Paid Social and Search strategy, increasing paid revenue by 106% while maintaining a highly profitable 6.8x ROAS.

The Challenge

Modernizing Tradition Walker's had immense brand equity but an underdeveloped digital funnel.
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.
Level 1 (Cold)
Interest targeting (Snack Foods, British Culture).
Level 2-4 (Warm)
Retargeting based on engagement depth (Social Engagers -> Site Visitors -> Cart Abandoners).
Level 5 (Loyalty)
Retaining past purchasers for holiday gifting.

Phase 2

Intent Capture (Google)
We restructured their Google Ads account to dominate branded terms and capture high-intent searches for "Shortbread" and "Holiday Gifts," ensuring Walker's owned the digital shelf.
Acquisition
Targeted lifestyle terms like "Keto Friendly" (44% New-to-Brand).

Phase 3

LinkedIn
Priority 1 for quality (82% acceptance rate).
Google
Priority 1 for intent.
Meta
Priority 2 for retargeting and reach.

The Impact

We successfully scaled a heritage brand for the digital age.
Revenue
More than doubled paid revenue YoY.
Efficiency
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.
Question
Answer

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.