Sauce Shop are Nottingham born condiment brand stocked in supermarkets such as Tesco, Waitrose, Sainsbury's and Asda and produce 50k bottles of sauce a week.
MoFu ad, customer proof angle
The problem
- The agency they were transitioning away from their agency underdelivering on creative strategy
- Their creative was heavily BoF and had very minimal ToF
- ROAS in the audit period was 0.7 (UK food & beverage benchmark closer to 2.5)
- A product catalogue feed was consuming approx. a third of monthly spend & returning 76p for £1 spent, serving broad audiences with little strategic messaging
- Some UGC ads had CTRs up to 3.26% but hadn’t been given spend to test properly
The strategy
- I audited 125 Meta ads using Motion and Claude Pro and wrote a creative audit and diagnosis deck for the founder/ marketing team covering funnel messaging, awareness mapping + funnel gaps
- Reorganised tagging system into 3 categories - ICP, behaviour, occasion
- Cross referenced Motion data with 14k customer reviews and went deeper into psychology behind what their customers were expressing, including problems they had not yet known themselves
- Mapped the briefs intentionally across the funnel, leaning toward TOFU to fix structural gap, each brief had a testing plan with specific variables (for example copy)
- Leveraged existing celeb chef partnership strategically in a third of the briefs as a teaching, education demo tool
The solution
- Wrote 10 paid social briefs over statics and short form video, created from the customer review & Motion data analysed & were a mix of campaign level work & BAU creative
- Each brief had a name, ICP, funnel position, angle, format, asset specs, production notes, pain point, insight, hypothesis, multiple hooks, CTAs, visual direction, Meta ad copy, DTC body copy, UGC script, b-roll, production style, audio, editing & inspiration
- Copy was written audience first, social proof & third party observer
- Every brief included a production approval process with specific timelines + talking points
The impact Full project was delivered in 4 week sprint (awaiting results).
