Case study · E-commerce · Food
Rick Grant's Gluten Free: bigger baskets for a long standing food brand
A loyal following, a dated store and a hero product under A$9. We rebuilt the offer first, then the store, the email and the ads around it.
8.9x
True return on ad spend, counting sales the pixel missed · June to September 2026
This counts every store sale against ad spend, including the ones Meta's pixel never tracked, which is why it sits above Meta's own number. The store rebuild and the offer work drove part of it, not the ads alone.
Case study result. Outcomes vary.
- Business
- Rick Grant's Gluten Free, a long standing Australian gluten free food brand run by Rick and Rhonda
- Location
- Victoria, selling Australia wide online
- The work
- June to September 2026: the offer, a store rebuild in August, email and Meta ads
The starting point
A great product with small orders.
Rick Grant's has been making gluten free food for a long time, and it has the loyal customers to prove it. What it didn't have was a store or an ad account built for how people shop now.
The best seller was a scone mix that sold for A$8.85. That's a brilliant way in for a new customer and a hard way to make money online. On a small order, postage eats the margin before the ads have been paid for, so every extra click just loses a bit more.
So the job wasn't only more traffic. It was bigger baskets, from people who'd come back. Once the offer made sense, we'd buy the traffic.
The offer
Build the basket first.
We rebuilt the store around the products people already loved, and gave them a reason to add one more.
- Bundles like the Savoury Bundle, so dinner and sides come in one box at a small saving.
- A clear free-shipping line, with a meter in the cart showing exactly how far away you are.
- Per-serve pricing on the mixes, so a shopper can see what each scone actually costs them.
- Landing pages for the Scone Mix, and one for people who've just been diagnosed coeliac and don't know where to start.
First four days on the rebuilt store, 17 to 20 Aug 2026, no ads running
Customers built baskets to within 20 cents of the free-shipping line. The meter was doing its job.
Case study result. Outcomes vary.
The ads
New creative every month.
We made short videos, Scone Mix statics, bundle ads and seasonal sets for the end of financial year and Father's Day. Rick was in a lot of them, because it's his name on the pack and his customers know him.
Results ROAS
6.45x
One static, Meta-reported
A$12.5k in sales from A$1.9k of spend. A single static, before the store rebuild.
Results ROAS
35x
First video ad, launch day
Meta-reported, day one only. A strong start that didn't hold at that rate, so we judge every ad over weeks.
Case study results. Outcomes vary.
Meta adsThe rebuild
A move that kept every customer.
Long standing brands have the most to lose in a move: years of customers, reviews and Google rankings.
We carried every customer and review across, pointed every old product link at its new home so bookmarks and search results still landed somewhere useful, and checked the Australia Post rate tables to the cent so postage matched what customers were quoted.
Then we set up the Klaviyo flows, so every new buyer got a welcome, every abandoned cart got a nudge and past customers heard from the brand again, without anyone typing an email by hand.
Customers
6,115
Migrated
Every customer record moved to the rebuilt store.
Reviews
369
Migrated
Pulled out of the old platform and kept on the products.
Redirects
56
Old URLs
So old product links kept working.
Case study results. Outcomes vary. Migration counts, Aug 2026.
The first weeks
The rebuilt store's best day.
A Sunday two weeks after the rebuilt store opened, straight from Shopify. It's one day and the best one, so we show it as exactly that.
17 to 30 Aug 2026, on the rebuilt store
Paid orders in the first fortnight, from returning customers and new ones.
Case study results. Outcomes vary.
The numbers
What we measured, and where it came from.
Ads Manager figures are labelled as Meta-reported. Store figures come from the orders themselves. The true return counts both, so it's labelled separately. Each one has its own window.
| Metric | Value | Window | Metric type |
|---|---|---|---|
| True return on ad spend, counting sales the pixel missed | 8.9x | June to September 2026 | Blended ROAS: store sales against ad spend (owner-confirmed) |
| One static, A$12.5k from A$1.9k of spend | 6.45x | Before the store rebuild, 2026 | Meta-reported ROAS |
| First video ad | 35x | Launch day only | Meta-reported ROAS |
| Average order, on an A$8.85 hero product | A$80 | 17 to 20 Aug 2026, no ads running | Store orders |
| How close baskets got to the A$135 free-shipping line | within 20 cents | 17 to 20 Aug 2026 | Store orders |
| Orders on the rebuilt store | 93 | First 14 days, 17 to 30 Aug 2026 | Store orders |
| Best day | A$1,066.58 | 30 Aug 2026 | Shopify sales |
| From brand-new customers | about A$22,000 | 26 Jun to 31 Aug 2026 | New-customer revenue |
| Customers, reviews, redirects | 6,115 / 369 / 56 | Aug 2026 | Migration count |
Through the season
Seasonal campaigns and bundles.
The calendar is where a food brand earns its year. End of financial year in June and Father's Day in September each got their own set of ads, with bundle ads built around whatever was selling that month.
New-customer revenue was the number we watched: about A$22,000 from brand-new customers from 26 Jun to 31 Aug 2026. That's the growth a loyal customer base can't give you on its own.
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