We guided Stella & Millos from pre-launch to profitable scale by optimizing their AOV, building their foundational creative, and developing a Meta ads strategy centered on ingredient purity. The result was a 1.5–2.0 ROAS right out of the gate.
Stella & Millos entered the market as a clean-label tallow chip brand. With zero revenue and no historical data, the founders needed more than advertising. They needed a commerce foundation capable of producing profitable first-purchase results. As a consumable product in a niche category with growing demand, effective positioning and smart unit economics were essential.
Media Jet stepped in early to help the founders shape both the offer and the marketing engine before any traffic was introduced. From AOV modeling to offer structure to creative strategy, we built a launch framework designed for immediate traction. Once the fundamentals were in place, we executed a Meta ads strategy grounded in a “clean ingredients, no seed oils” narrative—a message perfectly aligned with ingredient-conscious shoppers.
The objective was simple: launch strong, acquire customers profitably from day one, and establish a performance model that could scale.
The first step was guiding the founders through a complete AOV and margin analysis. Because single-unit orders wouldn’t sustain healthy ROAS at scale, we introduced a multipack structure directly on the product pages. This naturally elevated average order value and created a healthier margin profile for acquisition.
We established the AOV required for profitable cold-traffic spending and taught the founders the financial logic behind these decisions, including how contribution margin, CAC, and ROAS interplay. This ensured that the brand was capable of running Meta ads profitably even without prior awareness.
With the economics in place, we developed a Meta advertising strategy focused on ingredient purity. The “NO seed oils” angle resonated with health-conscious audiences who already believed strongly in clean sourcing and alternative fats. This angle created instant audience alignment.
All creative was produced by our team, focusing on simple, attention-grabbing visuals that showcased the product’s nutritional integrity and differentiation. Campaigns were structured for new customer acquisition from day one, supported by a rapid testing loop that allowed us to refine messaging and creative quickly.
This thoughtful positioning delivered immediate traction, with ROAS falling between 1.5 and 2.0 on launch—a strong signal that the brand narrative matched exactly what buyers were looking for.
Beyond running the ads, we spent time educating the founders on the principles that drive first-purchase profitability. They learned how AOV influences CAC thresholds, how offer architecture affects ad performance, which creative frameworks work best on Meta, and how early profitability ties into long-term retention.
This education ensured that Stella & Millos could make smart decisions beyond launch and understand the mechanics behind their success.
✅ Stella & Millos achieved a 1.5–2.0 ROAS immediately on cold traffic.
✅ A multipack product structure elevated AOV and enabled profitable scaling.
✅ A complete creative and messaging system was built from scratch.
✅ The founders were equipped with the key ecommerce frameworks required to grow intelligently.
✅ The brand moved units quickly and established a foundation for scalable performance.
