Eatlean is a high protein, low carb cheese which has been developed specifically to help with weight loss and diet plans for a leaner, healthier lifestyle. Produced by Nantwich-based cheesemakers Joseph Heler, Eatlean are innovators in their industry.
Their trailblazing technique saw them become the first protein cheese on the market, and their completely natural cheese is unmatchable when it comes to nutrition. Eatlean’s standard Block contains 37g of protein per 100g, compared to just 25g in standard cheddar. It also contains 90% less fat and 55% fewer calories.
With a growing variety of products including spreadable, Tasty, smoked and shakers making it easy to eat cheese and stay on track with a healthy lifestyle, Eatlean is fast-becoming a household name in the fitness and nutrition industries.
The client approached us as they knew the importance of social media advertising. Eatlean had been on the market for over a year, and had grown a modest following on social media. Those who knew of the Eatlean brand and bought into their mission had become loyal brand ambassadors. However, the product itself is a bit of a ‘marmite’ item – people either love it or hate it. Whilst Eatlean has fantastic nutritional stats, some customers can’t handle the texture, which is slightly harder than standard cheddar.
The client wanted to use social media to boost online sales, having recently updated their ecommerce site. A key challenge here was to encourage customers to buy cheese from a dedicated online cheese store – forcing the customer out of their usual buying habitat which is most likely a supermarket, either online or in-store. Due to the nature of the item, the cheese needs to be kept cool during delivery, which poses another challenge.
In addition to selling online, the client also wanted to boost sales of certain items in supermarkets. It was up to our paid social team to spread the word about Eatlean and really drive those sales. The client also added PPC to their service after initially focusing solely on social.
After introducing Eatlean to social advertising and overcoming the initial hurdle of convincing consumers to purchase cheese online, we’ve managed to hit a ROAS of 6 and are continually changing people’s perspective of buying cheese from a brand website. Since taking over the account we have increased purchases by 354%, increased reach by 82% and dropped CPM by 77%.
“Eatlean have seen fantastic results considering the world crisis. Since lockdown, we’ve been able to scale spend up 250% and achieve a better return than our business as usual activity. This is all down to the fact that the Eatlean team was flexible enough to adapt to the crisis extremely quickly and were brave enough to keep marketing activity up even against what the media was saying. Due to the client bravely keeping marketing spend high we were able to capitalise on the increased social usage and cheaper CPMs. The combination of increased spend and cheaper advertising costs allowed us to serve eight times the amount of impressions than February, helping spread the Eatlean brand and promotions across their chosen territories. The combination of a great product offering, speedy website, flexible team, and a fantastic omnichannel marketing operation has allowed Eatlean to beat the odds and battle through the Coronavirus downturn.” - Matt Brown, Head of Paid Advertising, DMT
“During what has been a very strange and difficult year for us all, DMT encouraged us to take full advantage of the digital advertising space during lockdown…. The best decision we have ever made. Not only did this help significantly increase our sales, but more importantly it helped with brand awareness and spread the word about protein cheese even further. We have grown from strength to strength and consider ourselves extremely lucky to be in the position we are in today. All thanks to the support and honesty from our friends at DMT. The lockdown seems to have built an even stronger relationship between our companies and we very much looking forward to working with them again in 2021.” – Helen Dobson, Social Media Brand Executive, Eatlean
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