What a customer costs
A plant-based ready-meal brand found out which channels paid back and moved its spend to the ones that did.
Client
Pellrow Foods
Function
Marketing
Year
2025
Engagement
Retainer
Duration
6 months
Situation
Pellrow Foods sells chilled meals online and in supermarkets. Marketing spend grew faster than sales, and every channel reported its own success. Nobody could say what a new customer cost after delivery and returns.
Work
Linnea built one view of acquisition cost and payback by channel, with delivery, returns and discounts included. She agreed a payback limit with the founders and met the marketing lead every week to move budget against it.
Result
Payback on new customers fell from fourteen months to eight. Blended acquisition cost dropped by 19%, and a large share of spend moved from two weak channels to the three that paid back.
The numbers
- 8 months Customer payback, down from 14
- −19% Blended acquisition cost
- €820K Spend moved to better channels
She showed us which channel paid us back and which one only felt busy. We moved the money the same week.
—
Wren Castellanos
Co-founder, Pellrow Foods