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Creative
387% more net profit after three years of flat growth
How a clean-label protein bar brand found creative that converts and a margin strategy that held.
The Background
Who is this brand?
Two engineers started making protein bars in their kitchens and selling them at farmers markets in 2017. All Real Nutrition now produces from a factory in Kerry on a premise the brand states plainly: made in a kitchen, not a lab. Twelve ingredients or fewer, home-compostable wrappers, and several thousand five star reviews.
The Challenge
Three years without consistent, predictable growth
The brand had spent three years unable to find growth it could rely on. The specific failure was creative: nothing being produced converted well enough to justify scaling behind it, which left the ambition to grow profitably permanently out of reach.
Our Approach
Creative rebuilt, then the target changed
Three years of weak creative rarely means a brand has nothing to work with. Its existing assets had been built for a different job.
- Assets rebuilt for direct response: AI research surfaced the claims customers repeated in their own words, and the brand's good material was reworked to close sales.
- Funnel checked for congruence: the promise in each ad was matched against the page it led to, so the message held through to purchase.
- Optimised for contribution margin: unit economics by collection showed where spend could go further. Profit rose 387% alongside revenue up 200%.
The Results
Profit grew almost twice as fast as revenue
Growth built on a system, not a single idea
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