Turning Premium Raw Pet Food Into a Scalable Ecommerce Acquisition Engine
Nutriment is a premium raw pet food brand selling BARF diets direct to consumer across the UK and Europe. Rising CPAs and a complex product education barrier made scaling customer acquisition difficult. We run paid social, paid search, and display alongside CRO and end-to-end creative production to drive trial pack conversions.
From a Surrey Kitchen to 700 Stores and the Growth Challenge That Followed
Nutriment began in 2013 when founder Suzanne Brock set out to make premium biologically appropriate raw food accessible beyond niche pet owners in Surrey, UK. The brand uses human-grade meat, vegetables, and superfoods like coconut oil, salmon oil, and spirulina to produce minimally processed complete meals for dogs and cats. By 2016 the company had opened a second factory, employed 40 people, and projected turnover of 4.5 million pounds, with partnerships including Laverstoke Park Farm for organic free-range formulations.
In 2017 Nutriment joined Voff Premium Pet Food, which rebranded to The Nutriment Company around 2024 under CEO Anders Kristiansen. Backed by Nordic private equity firm Axcel, the group now encompasses 17 brands including PurrForm, Puromenu, and Easy-Barf, with 98 products stocked in over 700 pet stores and eight acquisitions completed in 2025 alone. Pan-European scale created a marketing problem. With therapeutic, organic, and gently cooked lines carrying a 20 to 30 percent premium over kibble, the DTC ecommerce channel needed structured paid acquisition. The brief was direct: build a multi-channel engine to drive trial pack conversions while keeping CPAs viable.
Meta and Pinterest Architected Around Pet Health Intent Signals
We run Nutriment's paid social across Meta and Pinterest, two platforms where pet content generates high organic engagement that paid campaigns can amplify. On Meta we use Advantage+ Shopping campaigns for prospecting, feeding them with broad interest signals around pet health, raw feeding, and natural nutrition rather than narrow lookalike audiences that cap scale. Pinterest targets recipe-style searches like 'homemade dog food' and 'natural pet diet' where purchase intent is high but competition from pet brands remains low. Budget splits shift weekly based on trial pack CPA, with Meta typically taking 70 percent and Pinterest capturing high-intent overflow.
Three Intent Tiers That Route Every Raw Feeding Query to the Right Landing Page
Nutriment's Google Ads architecture separates therapeutic intent from category intent at the campaign level. Condition-specific ad groups target queries like 'dog food for sensitive stomach' and 'best raw food for allergies,' each pointing to dedicated pages featuring the Support range and Laverstoke Park organic lines. Performance Max shopping campaigns use a segmented product feed isolating trial packs from subscription bundles, with different tROAS targets applied to each. Negative keyword scripts run daily to prevent cannibalisation between tiers. Competitor campaigns against Paleo Ridge and Butternut Box lead with Nutriment's 100 percent natural, preservative-free positioning.
Landing Pages Built to Convert One Objection at a Time
We design Nutriment's landing pages to convert against a specific objection rather than present the full catalogue. Each therapeutic page leads with the health condition, shows ingredient transparency including superfoods like spirulina and salmon oil, and drives toward a single trial pack CTA. Trust signals include vet endorsements and Laverstoke Park Farm organic certification. A/B tests run on a two-week cadence, rotating headline framing between problem-led and benefit-led variants. Form placement testing has driven the 24 percent lift in email opt-in, capturing subscribers not yet ready to purchase frozen raw food online.
Building Condition-Specific Creative That Sells Raw Food to Sceptical Pet Owners
The hardest conversion barrier in raw pet food is not price but unfamiliarity. Most dog owners have never handled frozen raw meals, and the visual of raw meat triggers hesitation rather than appetite. Our creative production for Nutriment addresses this through three distinct frameworks: condition-outcome sequences showing a dog's coat transformation over weeks, ingredient transparency stills naming every component from human-grade chicken to spirulina and salmon oil, and owner-testimony formats where real customers describe switching from kibble to Nutriment's BARF meals.
Each framework runs across Meta, Pinterest, and Google Display in multiple aspect ratios with systematic copy variations. We test hook lines on a weekly kill-or-scale cadence, measuring thumb-stop rate and trial pack CPA independently. Static formats consistently outperform video on Pinterest, while short-form before-and-after video leads on Meta Reels. Creative fatigue hits faster in niche ecommerce because Nutriment's addressable audience of UK pet owners interested in natural nutrition is finite, so we rotate concepts every three to four weeks. Performance data feeds directly into landing page design, where winning ad hooks become headline treatments on corresponding condition-specific pages.
Therapeutic Funnels Outperform Category Branding in Every Metric That Matters
The engagement has delivered a 17 percent reduction in cost per trial pack, 3x ROAS on prospecting campaigns, and a 24 percent lift in email opt-in rates from redesigned landing pages. These results compound because trial pack buyers who enter email sequences convert to subscription at meaningfully higher rates, extending lifetime value beyond the first transaction.
Our innovation has been treating Nutriment's therapeutic product lines as the primary acquisition wedge rather than leading with the raw feeding category. Most premium pet food brands compete on generic terms against Butternut Box and Lily's Kitchen. We build condition-specific funnels where the ad, landing page, and follow-up email all address a single health concern, from skin allergies to joint mobility. This converts because 40 percent of pet owners now adopt raw diets to address chronic conditions rather than as a lifestyle choice.
The European premium pet food market grows at 7 to 9 percent annually, with raw BARF segments expanding at 12 to 15 percent. Rising EU pathogen testing and labelling standards will favour compliant operators like The Nutriment Company. The emerging opportunity is TikTok's role in pet nutrition discovery, where vet-endorsed content drives 3x higher conversion and Nutriment's 17-brand portfolio creates a content advantage most competitors cannot replicate.
