case study


You know how people always say that bean-based pasta is boring? Well, we're here to prove them wrong. That's right, we've taken the bland and made it bold.

Quick Summary

You know what’s tough? Marketing a product that nobody knows about, looks expensive, and leaves people wondering what the heck they’re even getting. It’s like trying to work after having a big bowl of extra cheesy bollo for lunch. But guess what? We took on that challenge and nailed it. It was a real battle, like when your parents warn you about that one friend who’s no good for you and turns out they were right all along. Yup, spaghetti is that friend. But we convinced people to try something new with Edamama Pasta, made from beans instead of boring old wheat. And guess what? It worked.

What did we do?

  • – Social Advertising
  • – Creatives
  • – Strategy Consulting
  • – Email Marketing
  • – User Interface & User Experience Design

What did the client say?


“I’ve already relied on Christian and his agency for Koawach, and it was no different with Edamama. Never going with another agency again.”

Inga Steuwe | CMO Koawach & CEO Edamama


  • 3.44ROAS

    for new customers
  • 154%

    better Return
  • 12

  • 5



  1. 01. Outcome performs better than USPs
  2. 02. Modern look increases ROAS
  3. 03. First purchase order value is a challenge

Outcome performs better than USPs

Zig Zag

You know what they say at Orcus, “Never talk about USPs.” Why? Because Unique Selling Tribes and Identities are where it’s at. Trying to differentiate your brand based on “gluten-free” and other outdated methods is like trying to sell a snowmobile to a penguin. It just doesn’t work.

And let’s be real, when you’re selling a product that people may not necessarily need, but definitely want, you need to focus on creating a tribe that speaks to them. It’s all about standing out and being unique.

Modern Look increases ROAS

Be funky

We had a tough decision to make when it came to showcasing Edamama’s old assets. But at the end of the day, we realized it’s not about comparing or showing off.

What really matters is the impact of your brand’s look and the ads you produce. So to all you CPG brands out there, don’t underestimate the power of your visual identity and advertising strategy.

First Purchase Order Value stays a challenge

Every marketer out there knows that challenges are a dime a dozen. But at Edamama, we had to get creative with our solutions. We had to accept the fact that we weren’t going to hit a 50€ average order value right off the bat. So we had to be nimble and adjust our strategy accordingly.

How do you drive retention and engagement? That’s where your full-funnel strategy comes into play. And let me tell you, our approach worked like a charm.

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