How ChiChi Foods Achieved 3x D2C Sales & 78% Retail Lift
An omnichannel strategy that turned ad spend into a profitable growth engine in 60 days.
From Cash Burn to Profitable Scale
Turned Loss-Making Ad Spend into a Profitable Channel: Achieved a Media Efficiency Ratio (MER) over 3, ensuring every dollar invested generated a significant return.
Validated an Omnichannel Growth Model: Proved that targeted digital ads could directly and measurably increase in-store retail sales, unlocking a key growth lever.
Built a Foundation for 7-Figure Scale: Established the testing frameworks, campaign structures, and creative strategy needed to scale the business aggressively.
The Challenge
In mid-2024, ChiChi Foods faced an unsustainable cash burn from a high Cost-Per-Purchase (CPP). This blocked profitability and prevented them from scaling their marketing efforts further.
D2C Profitability Engine
- Systematically tested creatives, audiences, and offers across Meta and Google PMAX to find winning combinations.
- Optimized campaign structures for profitability, focusing on MER and Contribution Margin.
- Delivered a significant reduction in CPP and visible improvements within the first 60 days.
Target In-Store Velocity
- Launched geo-fenced campaigns around 30 SoCal Target stores to drive foot traffic and brand awareness.
- Ran a controlled experiment to isolate and measure the direct impact of Meta ads on in-store sales.
- The data confirmed that stores with sustained ad spend for over 5 weeks saw 78% higher sales* than control stores.
Performance Lift Breakdown
"Aparna is the best at what she does! I have been working with her for over a year, and she helped scale our paid ad spend profitably and consistently! Plus, she is a joy to work with and I look forward to our weekly check in calls. Would recommend Aparna to anyone looking to start and scale paid ads!!!"
Chiara Munzi
Co Founder, ChiChi Foods
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