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Case Study · Coffee Roaster · DTC Retail
From organic momentum to scalable growth: building Fratello's performance marketing engine
Fratello Coffee Roasters partnered with Hale to build the performance infrastructure needed to scale an already fast-growing DTC business.
What we were up against
Fratello Coffee Roasters already had a fast-growing DTC business, built on organic momentum. To keep scaling, it needed performance infrastructure to match.
Hale introduced paid media, improved tracking, and a more structured omni-channel strategy.
- Industry
- Coffee
- Reach
- Canada
- Founded
- 1997, Calgary
- Relationship
- Google Ads, Meta Ads, Creative, Email, SEO, Analytics
The approach
Conversion-led growth strategy
We scaled Fratello's DTC business by targeting high-intent audiences in core markets while expanding into new regions like Saskatchewan and British Columbia.
Always-on paid media
We launched and optimized Google Ads and Meta campaigns, combining evergreen and promotional creative to drive consistent customer acquisition and revenue growth.
Omni-channel approach
We strengthened performance across email, SEO, and product pages to improve customer journeys, increase conversions, and support long-term growth.
The results
return on ad spend (ROAS)
order volume, year over year
new customer growth, year over year
of total revenue growth, year over year, came from Hale's paid media and performance work
The 2025 strategy translated into measurable wins in a highly competitive category.
Hale's paid media and performance infrastructure contributed approximately 25% of total year-over-year revenue growth, while significantly increasing new customer acquisition and marketing efficiency.
The momentum
Hale built a scalable performance marketing engine to accelerate Fratello's growth.
Paid media introduced a new, scalable revenue channel that generated meaningful incremental growth beyond Fratello's organic baseline.
With strong performance across paid media, email, and SEO, Fratello is now positioned to expand into new markets and continue scaling its DTC business.
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