Bella & Duke were looking to increase the number of subscribers to their raw pet food service; contacting cat and dog owners who were the right people to purchase.

Having recently rebranded they felt it time to focus on optimising their offline campaigns for response.

Using creative assets from Bella & Duke and some of our own, our creative team set to work to create a ‘stand out’ direct response creative that would deliver new subscribers. By blending stunning visuals, engaging copy and standout formatting our team created a series of test packs for door drop and direct mail campaigns.

Targeting was through detailed modelling and audience penetration via our inhouse Chanalytix system.

We are always keen to look at the whole picture and to gain the most from the testing we agreed to distribute packs in and out of regional TV campaign times and areas.

Who knew? In areas where the campaign was delivered in conjunction with TV the cost of acquire new customer was driven to the lowest in years. Average subscriber costs significantly outperformed targets and were some of the lowest ever seen.

It made such a difference, just by looking at the sales curve we could tell the exact day the packs landed.