Rude Health grew share up to 24% on a flat budget

BRAND

Rude Health grew share up to 24% on a flat budget

A UK plant-based drinks brand (almond, oat, coconut) operating in an increasingly crowded category with a creative production freeze limiting new assets. Rude Health had a key challenge: an upper-funnel visibility problem masking otherwise strong conversion, capping its ability to grow share without more budget. We followed a clear phased approach to unlock their potential: 1) AMC diagnostic to size the awareness gap and optimal frequency; 2) full-funnel DSP activation paired with AI-enhanced creative; 3) audience refinement validated through incrementality testing.

PROBLEM

Rude Health was competing against multinational FMCG brands with advertising budgets 8.1x larger, while its own branded search volume had fallen 22.7% despite strong lower-funnel conversion, pointing to an upper-funnel visibility problem rather than a conversion one. On top of that, the brand needed to grow almond share past 9%, lift coconut share by 5 percentage points, and hold its oat milk position, without a bigger budget to do it with.

SOLUTION

•Full-Funnel DSP Strategy: Amazon DSP campaigns ran across awareness, consideration and conversion, not a single funnel stage.

•AMC Cross-Channel Insight: Amazon Marketing Cloud combined signals across channels to guide where budget moved.

•Frequency Threshold Analysis: Identified 11 to 15 impressions as the peak efficiency range and refocused reach around it.

•Income-Based Segmentation: Bids were shifted toward higher-value income segments identified through AMC.

•AI-Optimised Creative: Existing creative assets were enhanced with AI rather than commissioning new production, keeping spend flat.

•Incrementality Validation: Monte Carlo modelling confirmed the growth was incremental, not reallocated spend.

RESULTS

• Almond Milk Share Growth (+24%): Share grew from 8.7% to 10.8% over the campaign period, with YoY revenue up 51%.

• Coconut Milk Share Growth (+12.8%): Share grew from 34.4% to 38.8%, alongside a 23.8% lift in ROAS and 25.4% revenue growth.

• Coconut Branded Search Lift (+50.5%): Branded search volume for coconut milk rose 50.5%, reversing the category's prior decline.

• Oat Milk Share Growth (+20%): Share grew from 3.0% to 3.6%, with incrementality validated at the 99.9th percentile.