Delickcious Case Study

How Delickcious Grew a Premium Pet Food Brand to 547M Impressions

Most pet owners buy the same brand on autopilot. Changing that takes time, time Delickcious didn't have. A new premium food brand, Delickcious entered a market owned by global giants and needed to build recognition, reach the right audience, and convert media spend into real sales. All within year one.

Project objectives

Build brand awareness fast in a market dominated by established global names, targeting 85%+ audience reach across all campaign flights

Support retail distribution expansion with a phased, channel-aligned media strategy across 547M+ impressions

Results

⭢ Hit planned sales targets by Q4 2025

⭢ Branded search grew 3X

Services Delivered

E-commerce

Industry

E-Commerce

Project timeline

December 2024 – ongoing

Delickcious Was Entering a Market Where Trust Takes Years to Build

The category was already crowded before Delickcious arrived. The biggest players (Purina, Felix, Whiskas, Royal Canin, Gourmet) were running continuous campaigns across every channel pet owners use, with Purina alone holding 23% TV share of voice in 2025, nearly double what it ran in 2024.

Delickcious arrived with no awareness, no search presence, and no feeding habit to lean on. Competing on ingredients and packaging specs alone wouldn't cut through.

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Delickcious partnered with Netpeak to build the full-funnel media presence that turns a new name into a recognizable brand, fast enough to hit commercial targets within the first fiscal year.

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Cooperation Goal:

• Establish Delickcious as a credible premium brand through full-funnel digital and media presence

• Reach high-value pet owners consistently across key markets

• Support each phase of retail expansion with timely, channel-aligned campaigns

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Our Strategy

Appetite-First Creative: Video content highlighted texture, ingredients, and real feeding moments, all making Delickcious feel premium and desirable before a single purchase decision was made.

85.64% VTR on YouTube, Flight One: The first campaign flight (January-March 2025) reached over 7 million people and delivered 127 million impressions. Creative was connecting from the start.

Emotional Positioning From Day One: Premium pet food doesn't sell on logic. It sells on the feeling that your animal deserves something better. That's the territory we helped Delickcious claim (and hold) from launch.

We Activated Every Channel Where Premium Pet Food Decisions Are Made

Building brand recognition in a crowded category means being impossible to miss: across every platform, format, and screen pet owners use daily.

Every Format, Every Screen: YouTube and DV360 handled broad awareness. TikTok ran short, with 6-second cuts outperforming long formats in VTR across every campaign flight. Megogo, Vidzone, Kyivstar TV, and the Fozzy ecosystem placed Delickcious in premium video environments where attention is already high.

The Megogo Project That Other Brands Wanted to Copy: The Megogo special project exceeded its impression target by 5.5%, reaching 4.25M people – and the results travelled. Beyond the numbers, it created B2B resonance: other brands from adjacent categories approached Megogo wanting to replicate what Delickcious had done.

On Air When the Competition Wasn't: While Whiskas, Sheba, Optimeal, and Cat Chow pulled back from TV and radio in 2025, Delickcious stepped in. That meaningful radio presence and a TV footprint while the competition held back helped triple Delickcious’ branded search.

We Kept the Brand Visible as Distribution Expanded

Awareness gets a brand noticed. Consistency is what makes it stick.

Efficiency Improved With Every Flight: CPM decreased from $0.8 in the first flight to $0.55 by Q4. VTR hit 89.57% in the final flight. With each round, the creative tightened and the audience data sharpened, making every subsequent flight more efficient than the one before it.

Ad Recall and Purchase Intent, Measured and Proven: YouTube Brand Lift studies returned positive Ad Recall results across every measured flight (+1.3% to +1.7%). By flight 3, Purchase Intent had lifted +0.7%, confirming that Delickcious wasn't just being seen but being considered.

3X Growth in Branded Search: Delickcious search queries grew from ~1,300/month in January to ~4,200 by November 2025. That’s less a spike and more a sustained climb that reflected genuine, compounding brand awareness built flight by flight.