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Fine Food Specialist Case Study

Fine Food Specialist was founded in 2010 by Michelin trained chef Drogo Montagu, who, set aside by a crippling illness, embarked on a culinary adventure to find the finest foodie products imaginable and make them accessible to everybody from the comfort of their own kitchen

"Williams Commerce’s extensive expertise in digital strategy & marketing  enabled FFS to compete within the online e-Commerce market"

Award Winning Digital Campaign

Revenue up by 25%

12% Growth in Web Traffic


Since 2016, Williams Commerce has collaborated with Fine Food Specialist, helping the London-based online merchant of premium produce regularly achieve its digital objectives.

  • Williams Commerce has  delivered services to Fine Food Specialist (FFS)which includes PPC, SEO, paid social and CRO with the main motive of accelerating FFS’s growth online
  • Williams Commerce was engaged to provide a targeted digital marketing campaignto help achieve FFS’ targets:
  • achieve 25% growth in website revenues
  • grow revenuesat more profitable rates


The main focus of our Paid Social approach with Fine Food Specialist was on acquiring new customers and driving sales. Additional goals included the creation of more upward funnel campaigns, increased engagement with existing & potential new customers, and developing leads for Fine Food Specialist’s email marketing campaign. 

We scaled the Facebook and Instagram ads accounts by applying a tailored approach to the Paid Social strategy. This centered around the highly seasonal nature of the Fine Food Specialist range and saw us advertise the right products at the right time to relevant target audiences, utilising the dedicated assets we were provided with for the ads we ran.  

We also keep the fresh by experimenting with lots of ad formats and placements across Facebook and Instagram, testing everything from carousel and video ads to collection ads and dynamic product ads. We have also investigated dedicated story placements across Instagram and Facebook with dedicated artwork to improve conversion rates. 

  • Offered an integrateddigital marketing strategy and a split PPC campaign based on:
  • product categories/ channels
  • impression share
  • return on ad spend (ROAS)
  • Williams Commerce analyzed historical performance data to understand PPC seasonal trends, using 3rd party tools implementedon the website
  • Analyzedwebsite performance usingcomprehensive Google Data Studio reports


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  • Positive results with an overall uplift of 25% 
    in website revenue for 2018
  • PPC revenue growth of 22% YoY
  • 12% growth YOY in website traffic for 2018
  • Significant improvement in ROAS, at 998% vs 650% for the year before
  • Won the Best Digital Marketing Campaign – B2C at the 2019 Direct Commerce Awards
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