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    Lions Prep

    The UK's highest-rated meal plan service.

    Services

    Paid Media
    Creative
    Data

    Sector

    Meal Plan Service

    Results

    • 25% higher incremental ROAS
    • 17% lower cost per unaided ad recall
    • 36% lower cost per action intent

    Visit

    Lions Prep

    The Situation

    Lions Prep had achieved remarkable growth through Meta, focusing on conversion-optimised campaigns to drive customer acquisition. However, as their campaigns scaled, diminishing returns became a challenge. With much of the UK audience already exposed to their ads, Lions Prep faced a critical question: how could they continue to scale efficiently in a saturated market?

    We recognised an opportunity to shift their strategy, targeting a broader audience through upper-funnel brand awareness campaigns. This approach aimed to capture in-market consumers who hadn’t yet engaged meaningfully with Lions Prep but could benefit from increased exposure to their brand.

    The Brief

    Lions Prep’s primary objective was to continue acquiring new customers at an efficient cost. To achieve this, we proposed increasing investment in brand awareness campaigns. These would:

    • Enhance brand recognition: Increase unaided and aided ad recall among key audiences.
    • Strengthen purchase intent: Build consideration for Lions Prep, particularly among those unfamiliar with the brand.
    • Maintain efficiency: Deliver measurable improvements in ROAS while reaching untapped audience segments.

     

    The Approach

    Strategic Campaign Design

    We conducted a multicell incremental lift study to test the impact of increased spend on brand awareness. The campaign included three groups:

    • BAU Cell: Standard conversion-focused structure.
    • Treatment Cell: Increased budget with an additional 13% allocated to brand awareness.
    • Holdout Group: No exposure to ads, used as a benchmark for incremental impact.

    Each cell was evaluated against conversion performance and brand survey metrics, including recall and purchase intent.

    Creative Development and Optimisation

    Creative was tailored for brand awareness objectives, with messaging designed to educate and resonate with potential customers. While conversion ads focused on Lions Prep’s value proposition, brand awareness ads delved deeper, highlighting benefits such as better nutrition compared to ultra-processed meals.

    We leveraged Meta’s ad recall optimisation, ensuring campaigns delivered in high-impact placements at competitive CPMs. This strategy helped maximise reach while reinforcing brand messaging in memorable ways.

    Performance Measurement

    Results were measured across a mix of quantitative and qualitative KPIs. Incremental ROAS determined overall campaign efficiency, while surveys captured improvements in recall and intent. Insights were fed back into the strategy to inform Lions Prep’s future marketing efforts.

    The Results

    The results demonstrated the power of a balanced approach, combining brand awareness with performance marketing:

    • 25% higher incremental ROAS: The brand-focused approach amplified overall campaign efficiency, unlocking more value from the total media spend.
    • 17% lower cost per unaided ad recall: Organic recognition of Lions Prep increased significantly, driving long-term brand value.
    • 36% lower cost per action intent: Improved purchase intent showed the strategy effectively moved audiences closer to conversion.

    This campaign showed that investing in brand awareness isn’t just about visibility—it’s about creating demand, driving action, and supporting long-term growth.