Case study · Food & catering
R&S Sandwiches: from launch day to 34,131 organic visits
A Melbourne sandwich and catering business that wanted to arrive with a bang, not build slowly. We scripted and produced the launch content, ran the Meta campaign that introduced them to the area, then built the search presence that now brings in more traffic than any other channel.
- Meta Ads
- Content
- SEO
The client
R&S Sandwiches. R&S Sandwiches is a Melbourne catering business known for fresh ingredients, custom sandwich orders, roast catering and gourmet platters for business lunches and events.
The need
They were opening, not growing. That meant building an audience from zero while the doors were already open.
- No audience yet. A new business with no followers, no reviews and no search history to build on.
- A crowded local market. Catering in Melbourne is competitive, and they needed to be the obvious choice for office lunches and events from the start.
- Two jobs at once. Fast awareness for the launch, and a slower search foundation that would keep enquiries coming once the launch spend stopped.
The plan
Script before you shoot
Video concepts and several sets of hooks written first, so every piece of content had a job.
Make it in house
Our creators filmed the videos and our designers made the static ads, so the look stayed consistent.
Test the creative
A Meta campaign structured so every hook and format competed for budget.
Build the search foundation
SEO on the website, so organic search would take over from paid as the main source of customers.
The execution
Step 1: scripts and artwork planning
We wrote a range of video concepts with several hooks for each, and planned the static artwork for the image ads alongside them.
Step 2: filming and artwork
Our creators filmed the content to the scripts while the design team produced static ads to match.
Step 3: editing
Every video was cut into several versions, one per hook, so the campaign could find out which opening actually stopped the scroll.
Step 4: campaign setup and creative testing
The Meta campaign was structured with separate ad sets and ads for each variation, so results could be compared like for like.
The results
In the first four weeks the launch campaign produced 187 leads at $24.47 each from $4,575 of spend, alongside 1,288 link clicks at $0.11 and 4,958 video views at $0.03. Since then the search work has made organic their biggest and most engaged channel.
The conclusion
R&S Sandwiches is fuel and foundation in one business. The launch ads produced leads in week one. The search work took longer, and is now the largest channel they have, at around 1,625 organic sessions a month.
Launch figures from the client's Meta Ads Manager account, first four weeks. Search figures from the client's Google Analytics 4 property, 1 January 2025 to 26 September 2026.
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