Mindful Chef
We helped Mindful Chef lift conversions by 39% and reduce blended CPA by 26% in 90 days - while maintaining spend
Industry:
Food & Beverage
Services:
META CONVERSIONS UP
BLENDED CPA DOWN
GOOGLE CPA DOWN
Order Revenue
The Background
Mindful Chef is a UK-based recipe box brand making healthy eating easy with fresh, gluten-free, nutritionally balanced ingredients. We took over Paid Social and Paid Search in May 2025, with our creative service launching its first wave shortly after. This case study reflects the first 4 months of our partnership.
The Background
Mindful Chef is a UK-based recipe box brand making healthy eating easy with fresh, gluten-free, nutritionally balanced ingredients. We took over Paid Social and Paid Search in May 2025, with our creative service launching its first wave shortly after. This case study reflects the first 4 months of our partnership.
The Challenge
SCALING EFFICIENT ACQUISITION STRATEGY
Mindful Chef came to us on a mission to scale efficient new customer acquisition and modernise its paid channel strategy. We needed to ensure that rising platform competition didn’t translate into rising acquisition costs.
The brief was clear: refresh channel strategy, bring AI-assisted optimisation into the mix, and allow creative strategy to do more of the legwork.
Meta
On Meta, we moved from manually stacked interests to letting creative drive discovery, integrating Advantage+ Shopping Campaigns (ASC) as the backbone of the strategy. A tightly run testing pipeline meant that each new concept had a fast path: validate in a dedicated test environment, then promote winners into core campaigns.
In partnership with the Mindful Chef team, we moved from brand-first creative assets to a conversion-first DTC framework which kept the brand’s voice and standards while introducing weekly net-new and iterative concepts.
We layered in whitelisting to introduce fresh audiences and add trust signals, expanding reach while maintaining quality.
By following this new creative and testing structure, we were able to slash acquisition costs by 37% and boost conversions by 67% on Meta platforms.
On Google, the first step was structural clarity. We streamlined Brand to remove cross-competition between Performance Max and Branded Search. Our bid strategy moved from target impression share to a Max Conversions test (versus manual CPC), unlocking volume and efficiency.
With stronger signal density established, we shifted to a focused target CPA approach, reducing acquisition costs on Google by 49% within the first 4 months of our partnership.
Creative execution
Our first wave of creative translated Mindful Chef’s values into native-feel storytelling, mapped to key personas. We balanced high-production, “sceptic-to-convert” formats to tackle common objections around recipe boxes with UGC-led concepts that play into everyday tension points like back-to-school routine resets.
Early learnings highlighted the importance of hook relevance and persona alignment (protein goals for gym-goers, family routine for mums, freshness and quality assurances).
The result is a modular foundation spanning Problem-Aware to Product-Aware messaging, anchored in Mindful Chef’s USPs: health, convenience, and premium quality.
The Results:
Exponential Growth and a Repeatable Playbook
META CONVERSIONS UP
BLENDED CPA DOWN
GOOGLE CPA DOWN
Within the time frame of this case study (the last 90 days), Mindful Chef maintained investment while materially improving efficiency and volume. Blended CPA fell by 26% and total digital conversions rose by 39%.
On Meta, the creative-led ASC structure, disciplined testing cadence, and whitelisting together delivered a 37% reduction in CPA and a 67% increase in conversions at steady spend.
On Google, with a disciplined target now guiding ongoing optimisation, we’ve helped reduce acquisition costs by 49% within the first 4 months of our partnership.
It feels like we're just gettng started here, and we're incredibly excited at what's next for our partnership.
Alfie Philps-Spicer
The Soar With Us team feel like an extension of our team. They've been key to driving our digital performance, both from a strategic and creative POV. In particular, their responsiveness and ability to act quickly to scale our accounts has been great. It's a pleasure working with them.
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