A dramatic shift from wholesale to online for The Cornish Fishmonger

Transforming a renowned business with surging sales in lockdown

Activity period: 2020

Challenge

Started by Rob Wing, The Cornish Fishmonger earned an enviable reputation for supplying quality fish and seafood to the hospitality sector throughout the UK, including to many of the nation’s top chefs. When lockdown began in 2020, it lost a significant chunk of its business overnight. The business needed to pivot to become 100% direct-to-consumer – and with online food shopping sales booming, it was time to aggressively go after market share.

3955%

return on ad spend

566%

increase year on year

Our approach

Using Google Search, Shopping and social media, we used the latest techniques in smart bidding to secure sales at the lowest possible cost, seeing off fierce competition from big brands. We also ensured our ads had a strong point of difference, with messaging emphasising freshness, free delivery and supporting local fishermen. Seeing success, we upped the ante by using a suite of YouTube videos explaining how TCF could deliver sustainable fresh fish to your door in display, PPC and social remarketing.

Results

From March to May 2020, online sales increased by 566%. This had an enormous impact on the business – with new staff, new packing procedures, and entirely redesigned internal systems needed to meet the demand. Lockdown was a unique period for online shopping, so for us the real achievement was collaborating closely with our client to monitor shopping trends and manage budgets to hit targets – all without overwhelming the business as it adapted. In just 38 days, we’d eclipsed all online revenue for the entirety of 2019.

72%

drop in cost per click year on year

Testimonials

“

Danny and the team at Launch were fast to react and proactive in their support. We’ve enjoyed a profitable relationship with them for over five years but this year they proved their weight in gold.

ROB WING – OWNER – THE CORNISH FISHMONGER

”