How we elevated truLOCAL from a regional meat delivery service to a national culinary sensation in under a year

Lets’ talk

What we found

Elevated CPA
Limited Market Visibility
Suboptimal Conversion Rates
Incoherent User Journey
Uncompetitive Offers

Outcome

51%

CPA reduced by

35%

Conversion rate increased by

Overview

Founded in 2016, truLOCAL is revolutionizing the way Canadians shop for meat, connecting health-conscious consumers directly to local farmers and suppliers. Offering high-end, locally-sourced meat products with the convenience of doorstep delivery, truLOCAL emphasizes flexibility with customizable, commitment-free plans.

‍
Facing challenges in rising Cost Per Acquisition (CPA) under a previous agency, truLOCAL approached Structured seeking to enhance their digital marketing efforts. Our collaboration aimed to lower CPA, amplify META spend, introduce fresh creative strategies, and improve overall conversion rates through our expertise in conversion rate optimization.

‍

The problem
What were
the pain points?

The main challenge here: Optimizing for Profitable Growth

The most pressing issue was the escalating Cost Per Acquisition (CPA) on META, a critical concern as truLOCAL sought to maintain its position in the Ontario market and expand its customer base cost-effectively. This challenge was compounded by the vague promotional offers provided, such as "doubleup," which lacked clarity and context from the advertisement to the landing page, all leading to a confusing user experience and diminished conversions.

‍

So TruLOCAL faced three key questions:

  • How to effectively lower CPA while expanding market presence on META?
  • How to enhance user experience from ad to landing page, ensuring promotional offers are clear and compelling?
  • How to make promotional offers more appealing and competitive, particularly in the Ontario region where truLOCAL'sbrand is most recognized?

‍
Additionally, truLOCAL was navigating how to engage new customers in a market saturated with similar offerings. This necessitated a strategic approach to stand out and deliver value in a highly competitive environment.

‍

The solutions

We took an innovative approach by testing three distinct angles on META, each designed to resonate with specific customer sentiments and needs. This strategy was underpinned by a stronger promotional offer that was clearly shown on the landing page (LP) to ensure transparency and understanding.

  1. LOCAL angle: This angle was crafted to emphasize truLOCAL's commitment to high-end, locally-sourced meat products, fostering a sense of community and support for local farms.
  2. SOCIAL angle: Focused on the power of community and shared experiences, this angle leveraged social proof through testimonials and user-generated content to build trust and engagement.
  3. FOMO angle: Designed to create urgency, this angle featured bold headlines and countdown timers to encourage immediate action from potential customers.
    ‍

Each angle was accompanied by paid copy that aligned with the respective theme—local, social, or FOMO. The landing pages were then tailored to reflect these elements, incorporating an improved UI/UX that narrated the unique value proposition of truLOCAL more effectively.

Building on this made
the next steps easy:

Enhanced Storytelling on Landing Pages:

By weaving more compelling narratives around each promotional angle, we ensured that every visitor to the LP had a clear understanding of truLOCAL's offerings and the benefits of the ongoing promotions.

‍

Improved User Experience:

Recognizing the critical role of seamless user experience, we overhauled the ad-to-LP journey, ensuring consistency and clarity that effectively reduced confusion and bolstered conversion rates.

‍

Dynamic Content Optimization:

Armed with data from our angle testing, we dynamically adjusted content across platforms to highlight the most resonant messages, further personalizing the user experience and increasing engagement.

‍

Ongoing Creative Exploration:

Building on the success of the LOCAL and SOCIAL angles, we continued to explore and refine these themes, integrating new insights and feedback to keep the content fresh and relevant.

‍

We not only addressed truLOCAL's initial challenges but also set a new standard for their digital marketing efforts, leading to a substantial decrease in CPA and significant improvements in conversion rates and customer engagement.

What We Implemented

Strategic Creative Reinvigoration:

Introduced three distinct creative angles—LOCAL, SOCIAL, and FOMO—each tailored to resonate with specific target demographics and drive engagement.

‍

Landing Page Optimization:

Revamped landing pages to provide a cohesive narrative that aligned with the ad copy, improving storytelling and user experience.

‍

Focused Campaigns:

Crafted campaigns that leveraged the strengths of LOCAL and SOCIAL angles, utilizing data-driven insights to optimize for the most engaging content.

‍

Cost Management Initiatives:

Implemented cost cap strategies to maintain an optimal CPA.

Client testimonial

To gain new reach for Cool-jams, our approach was designed to cut through the noise, connect with the right audience, and drive meaningful results.

Partner with us

Join us as a strategic partner and take your brand potential to new heights.

WORK WITH US

© 2025 Structured. All Rights Reserved.

Structured

Case StudiesOur ServicesCareersAbout usInsight

Our services

CROEmail & SMSFacebookTikTokGoogleUGC Creative

Our niches

Sports & OutdoorsHealth & WellnessPetsFood & BeverageApparel & AccessoriesSupplementsBeautyHome Goods