Kettle Gourmet is a Singapore-based gourmet popcorn brand supplying premium handcrafted snacks to both consumers and corporate clients.
While the brand operates a Shopify store for direct-to-consumer sales, a significant portion of its revenue comes from B2B orders — including corporate gifting, bulk event orders, and customised packaging solutions.
The client had been running Facebook and Instagram ads focused on B2C sales, but performance was mediocre.
Despite spending consistently on ads, the returns were not meaningful.
During onboarding, we conducted a deeper business review and asked a simple question:
“Where are most of your orders coming from right now?”
The answer was revealing: Corporate gift enquiries were increasing significantly during Q4.
Yet their paid ads strategy was still focused primarily on consumer snack purchases.
They had not actively targeted B2B corporate buyers through paid ads.
The opportunity was obvious — but it had not been executed.
#1: Identified the “Hot Offer”
Using the client’s own sales data, we identified rising demand for corporate gifting as the primary growth lever.
Instead of forcing B2C scale, we aligned paid ads with real-time market demand. We repositioned corporate gifting as the campaign’s main offer.
#2: Pivoted to Facebook Messages Campaign
We launched a Facebook Messages campaign specifically targeting corporate decision-makers.
The objective was simple: Generate qualified conversations that the sales team could convert into bulk orders.
This was about high-value B2B deals, not low-ticket transactions
#3: Scaled Based on Real Orders
Once the first few large orders closed, we increased budget strategically.
Scaling was based on confirmed revenue — not vanity metrics.
