Consumer Goods · Munich, Germany
DTC Site and Performance Program for a German Food Brand
Kesselmark Foods GmbH
Kesselmark Foods GmbH launched a DTC storefront and paid media loop for limited drops without damaging grocery partnerships.
Client: Kesselmark Foods GmbH · Location: Munich, Germany · Industry: Consumer Goods
The problem
Kesselmark sold primarily through grocers. Leadership wanted a direct channel for limited drops, but feared channel conflict and wasteful paid spend on low-margin SKUs.
- No owned checkout relationship with end consumers
- Retail buyers sensitive to aggressive DTC discounting
- Prior ads drove traffic without inventory discipline
- No weekly view of CAC vs repeat rate
The solution
We launched a DTC storefront focused on exclusive bundles and subscriptions, paired creative to landing promises, and capped spend to SKUs with healthy margin and stock — with retail-safe messaging rules.
Our work
Brand and retail leads approved messaging guardrails before any campaign scaled.
Channel rules & offer design
Defined which SKUs could go DTC, discount ceilings, and language that wouldn’t undercut retail.
Storefront launch
Bundles, subscription options, and localized checkout. Performance and accessibility basics included.
Performance creative loop
Matched ads to landing promises, killed weak SKUs quickly, reported CAC and repeat weekly.
Retention & handover
Post-purchase flows for subscribers and drop alerts without spammy pressure.
Team time invested
Balanced build and media — retail politics required as much care as the storefront.
| Role | Focus | Hours |
|---|---|---|
| Engagement strategist | Channel rules, KPIs | 100 |
| Designer | Store UX, campaign LP | 120 |
| Developers | Storefront, subscriptions | 240 |
| Paid media lead | Budget, testing | 180 |
| Creative specialist | Ad variants | 110 |
| Lifecycle marketer | Email/SMS flows | 80 |
| Analytics | CAC / repeat dashboards | 30 |
Total Flexus effort: ~860 hours across 5 months.
Results
Direct-to-consumer revenue grew 29% across the first two launch seasons while retail relationships stayed intact.
- +29% DTC revenue in launch seasons
- Spend concentrated on margin-safe SKUs
- Retail partners briefed with approved messaging
- Weekly CAC and repeat reporting in leadership pack
“We finally own a customer relationship — without starting a war with our buyers.”
— Brand lead, Kesselmark Foods GmbH