01 · The client
Who they are
Impossible Foods bakes organic sourdough and artisan breads with no sugar, oil or preservatives, sold online and through stores in Mumbai. Their ads were bringing traffic, but every sale cost more than it made.
02 · The challenge
What was in the way
- A negative return on ad spend: each rupee in ads brought back less than a rupee.
- Broad targeting that reached people who would never buy organic sourdough.
- Creative that looked like everyone else’s food ads.
03 · Our recommendation
What we recommended, and why
We stopped paying for attention and started paying for customers. That meant narrowing the audience to people already buying healthier food, making creative about the product’s real difference, and moving budget weekly to what sold.
- 01Audiences built around health-conscious, local buyers.
- 02Product-led creative: the spices, the bake, the ingredients.
- 03Weekly budget moves based on return, not clicks.
04 · Delivery
What we delivered
- A full ad account restructure and audience strategy.
- Creative and copy for product promotions.
- Weekly optimisation and plain-language reporting.
05 · Results
What changed
- 3.5×return on ad spend, held consistently.
- 3×sales from local ads and product promotions.
Figures as reported by Impossible Foods.
