The goal
Jamie Oliver wanted to sell a limited range of Christmas hampers and use the campaign to build lasting learnings for broader D2C activity heading into 2025.
Our goal was to set up, launch and optimise a paid media campaigns across Meta and Google that would sell the hamper range while generating meaningful creative and audience targeting insights to carry forward.
What we did
We built the campaign infrastructure from the ground up and ran it as a tightly managed performance campaign with a dual focus: drive sales and learn fast.
- Set up accounts and pixels: We helped establish the full technical foundation, ensuring accurate tracking and clean data from day one.
- Built an in-depth media plan and forecast: We developed a structured plan with clear projections to align expectations and guide spend decisions throughout the campaign.
- Structured campaigns for learning: We designed the campaign architecture to generate actionable insights on audiences and creative that could feed directly into future D2C activity.
- Optimised towards best-performing campaigns: We continuously monitored performance and reallocated budget towards what was working, ensuring efficient spend across the campaign window.
- Drove creative learnings and performance simultaneously: We tested creative formats and messaging in a way that delivered results without sacrificing the quality of insights gathered.
The outcome
The campaign delivered standout commercial results while building a strong foundation of learnings for future D2C activity.
By combining rigorous setup, structured campaign design and continuous optimisation, we sold through the entire hamper range inside a month well ahead of schedule and significantly below the target cost per acquisition.
Key outcomes included:
- Full hamper range sold out ahead of target
- CPA of £31 against a £49 target — 36% below
- 319% ROAS achieved across the campaign
- A set of creative and audience learnings ready to inform 2025 D2C strategy
Amy Reeves, Performance Marketing Manager - Jamie Oliver Group
"We partnered with HOP, who were key to great performance across Jamie Oliver’s first paid media campaign on DTC. With an always on optimising and testing approach, we were able to learn a lot to take into future campaigns and sell out of hampers 1.5 months pre Christmas."
