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Scratch & Peck Feeds was founded in 2009 in response to a gap in the market for high-quality, nutritious chicken feed. With a commitment to natural ingredients, the company quickly became a leader in USDA-certified organic and non-GMO verified feeds, championing a holistic approach to animal welfare and sustainable farming.
Services:
Visit Site:
14x
return on ad spend on Google Ads
8.9x
return on ad spend on Meta Ads
Initially working with Gravitate for just basic site hosting and maintenance, Scratch & Peck Feeds soon faced the stark limitations of their prior digital marketing strategy. Disappointed by the subpar returns from their PPC campaigns in a marketplace dominated by market leaders like Purina Mills, they recognized the urgent need to dissect and overhaul their approach. They needed to understand where past strategies fell short and how to break through a competitive landscape.
To revitalize Scratch & Peck Feeds’ digital strategy, we began with a comprehensive audit, then restructured their PPC tactics by synchronizing their inventory with Google Merchant Center and enhancing their Google Shopping Ads for improved visibility and conversion rates. After proven success on Google Ads, we launched a precisely targeted social media campaign during key seasonal peaks using Meta platforms, designed to engage and convert viewers effectively. Together, these efforts boosted direct sales and positioned Scratch & Peck for long-term digital growth.
We kicked things off by addressing the basics—fixing the missing link between Scratch & Peck’s ecommerce site and Google’s advertising tools. By integrating their inventory with Google Merchant Center, we unlocked the ability to run optimized Google Shopping Ads featuring real-time product info. This step gave their listings a competitive edge and set the groundwork for accurate tracking and future growth.
Once their infrastructure was in place, we shifted focus to building awareness and nurturing engagement. Using Scratch & Peck’s strong library of visuals, we expanded their reach across YouTube and Meta placements. This created brand awareness momentum that we funneled into retargeting campaigns on paid social and boosted branded search demand on Google Ads—ultimately driving more qualified traffic ready to purchase.
As Scratch & Peck began competing with larger players, we adopted a test-and-learn mindset. We continuously experimented with new content types, audience segments, and ad formats across channels. If a tactic underperformed, we pivoted fast; if it worked, we scaled it. This iterative approach has kept Scratch & Peck’s campaigns sharp, agile, and ahead of industry shifts.
Google Ads Return-On-Ad-Spend (ROAS) Growth, 2023 v. 2024
Meta Ads Return-On-Ad-Spend (ROAS) Growth, 2024
Scratch & Peck handed us the keys to their marketing coop after their 2023 brand refresh, and we’ve been building momentum ever since. By combining their passion for poultry with our obsession for data, we’ve crafted a strategy that consistently drives strong returns—proof that when creative and analytics work in harmony, you really can put all your eggs in one (expertly optimized) basket.
Scratch & Peck is easily one of the most fun accounts I’ve worked on at Gravitate. The brand’s lively, engaging personality translates perfectly into the content we create, making our Paid Social campaigns not only effective but genuinely enjoyable to run. Since launching their first-ever Meta ads in 2024, we’ve seen outstanding performance—proof that the right blend of content and strategy delivers real results.
I started on this account as a junior digital strategist, just setting up the Google Merchant Center. Now, I’m the Account Manager, and it’s been incredibly rewarding to watch this account grow and succeed. Christine is a blast to work with and constantly motivates me to deliver even stronger results for their team.
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