Parsley Box - Performance campaign
Attracting new audience to ParsleyBox
ParsleyBox, a ready-meal brand for older adults, needed to unlock growth beyond its core audience. We partnered with the new CMO to define and deliver the brand’s first campaign targeting sandwich carers, shaping strategy, proposition, and creative from the ground up.
Client
ParsleyBox
Services
Strategy Workship facilitation Testing strategy Creative strategy
Industries
Ready meal, D2C e-commerce
Date
2025
Results
Identified friction points
Triggered immediate changes: lower spend threshold, more relatable imagery, better variety showcase
Refined targeting for carers segment
CTR outperformed core customer campaign, signalling traction
Provided clear foundation for future strategic refinement
Project background
ParsleyBox, a ready-meal brand for older adults, was at a turning point. Growth had slowed, and while the brand enjoyed strong awareness among older demographics, it needed to expand its customer base. A new CMO was appointed to reset the brand, sharpen its positioning, and unlock opportunities through digital transformation, operational optimisation, and new audience strategies.
Amid these shifts, the brand identified carers - particularly the overlooked “sandwich carers” balancing responsibilities for both children and elderly parents - as a critical new growth audience. The challenge was clear: deliver a campaign that could acquire 1,000 new customers, define the audience and message, and do so with a limited budget, no clear creative direction, and inconsistent assets.
This was the brief we stepped into: shaping the strategy, proposition, and creative approach from the ground up in collaboration with the new CMO.
The process
Discovery
We began by deepening our understanding of the carers segment. Using GWI data, we explored the wider landscape and drilled into the unique pressures of sandwich carers. We analysed Trustpilot reviews to uncover emotional drivers and pain points, then facilitated interviews with carers and care professionals to surface unmet needs, decision factors, and the language they used.
Strategy
With insights in hand, we ran a Value Proposition Canvas workshop with the CMO and team to connect opportunities to brand strengths. Together we defined messaging priorities, identified value themes most likely to resonate, and shaped a test-and-learn, social-first campaign approach that could be scaled by the internal team. This became the basis for a clear, strategic proposition for carers.
Creative development
I created a concise, insight-led creative brief and partnered with the Creative Director to develop the big idea. At the core sat a simple proposition: ParsleyBox helps carers reclaim time and energy, unlocking space for more meaningful moments with their loved ones. We worked with the Director of Voice to craft messaging that balanced emotional resonance with practical reassurance, structuring it into testable “buckets.”
Creative process
Creative direction: Rooted in emotional resonance, using time saved as the entry point while elevating product strengths — nutrition, packaging, shelf-life, and ease of use - and leveraging ParsleyBox’s strong Trustpilot rating as social proof.
Message testing framework: To enable a test-and-learn approach, we developed three buckets:
Emotional and family-oriented
Product features
Promotional offers, reviews, and social proof
Final results
The campaign quickly created a meaningful feedback loop, highlighting friction points such as the high order threshold and the impact of visual framing. These insights triggered immediate improvements - more relatable imagery, a lower spend threshold, and better showcasing of meal variety - while also refining targeting.
Early performance was encouraging, with CTR above the core customer campaign, signalling traction with carers and giving the internal team a clear foundation for future strategic refinement.