Phlavour – Scaling a Healthy Meal Delivery Brand with Targeted Meta Ad Campaigns

Written By Sarah Groenewald

Phlavour, a high-quality meal delivery service, wanted to expand its reach without committing to a subscription model during soft launch. They needed a cost-effective, data-driven approach to attract new customers while maintaining brand integrity.

Byron Digital Marketing developed a full-funnel ad strategy, leveraging audience insights and a compelling creative approach to drive conversions.

Within four months, Phlavour achieved a 3.43x return on ad spend (ROAS) and climbing, with purchases from ads consistently making up 50% of their weekly sales.

“Having Sarah & the team guide us through launching ads has been invaluable. It’s like having an extension of our team that truly understands our business.” 

– Phlavour

Challenges

Phlavour was struggling to scale due to:

  • Develop a systematic marketing model – A need to establish an online marketing system to generate awareness and sales.

  • Market Education – Consumers weren’t familiar with their flexible, no-subscription model.

  • Developing a customer base and Repeat Orders – Needed strategies to increase lifetime value of customers.

Solutions

Byron Digital Marketing implemented a strategic, data-backed approach:

  • Refined Targeting & Audience Segmentation – Focused on high-intent buyers using detailed customer profiling.

  • Creative Optimisation – Introduced lifestyle-focused ad creatives and UGC Content that highlighted convenience and flexibility.

  • Retargeting – Encouraged repeat purchases and strengthened customer retention.

Results

  • $38 cost per sale with an average sale of $127

  • Over 50% of weekly revenue is from ads on average

  • 3.43 Return on Ad Spend (ROAS) and increasing

Sarah Groenewald
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