Brownings the Bakers
Scottish bakery. Food and drink ecommerce.
13.9x return on ad spend · 43% revenue growth · 1,049 more online orders
The business
Brownings the Bakers is a Scottish bakery with a strong local name and a growing online shop, selling bakery boxes, pies and gifts for delivery and collection. Online sales are highly seasonal, with the biggest months tied to Christmas, Mother's Day, Easter, Father's Day and football tournaments.
The problem
The brand was well known locally, but online growth was held back by an underdeveloped paid media setup, inconsistent customer acquisition and very little data behind decisions. Campaigns ran without a clear link between what was spent, what was sold and what brought customers back.
What we do
- Paid social. We rebuilt the paid media setup and structured campaigns for both new customers and returning ones.
- Content that sells. Regular shoots and customer-style video show what resonates, and the best performers are scaled through paid social.
- Seasonal campaigns. Each trading moment gets its own plan, product and message, from Christmas and Easter boxes to Tartan Army pie boxes and build-your-own bakery boxes.
- Email and SMS. Campaigns built around each season and product launch drive repeat purchases and lifetime value.
- Website and operations. We manage the WooCommerce shop, product updates and the order fulfilment setup, and carried out a full usability review of the site in 2026.
- Monthly strategy. A planning call each month sets the next set of promotions against the trading calendar.
The results
From March to December 2025, online revenue grew 43% on the same period in 2024, from £111,452 to £159,503. Online orders rose from 2,413 to 3,462, an extra 1,049 orders. Paid media returned 13.9x its spend at an average cost per acquisition of £3.02.
The pattern shows in the peaks. December orders rose from 510 to 542, and November from 332 to 489, as seasonal planning, content and email worked together around the busiest weeks of the year.
What we can claim
Brownings has its own reputation, shops and trade relationships, all of which drive online demand. We don't claim all of the growth as ours. What we can evidence is the return on paid media, the cost of each new order and how each seasonal campaign performed.