A Multi-Audience Paid Strategy for One of the UK's Best-Loved Pie Brands

Restaurant bookings, a D2C store, paid memberships, and B2B wholesale, all in one account, each needing a completely different approach.

The brief

One of the UK's most loved pie restaurants, Pieminister needed a holistic, multi-channel approach to promote its restaurants, D2C online store, VIPie memberships, and B2B wholesale service, four genuinely different audiences under one brand.

The challenge

Their online store competed directly with major supermarkets, who stock and advertise the same products across Google Shopping, making it a real challenge to pull customers away from their usual weekly shop. For the restaurants themselves, generating awareness through paid media is valuable, but guaranteeing a direct booking or conversion from that awareness is a much harder promise to keep. Pieminister also had no e-commerce or event tracking in place, so there was no existing visibility into how any of it was performing.

What we did

We started by implementing full event and e-commerce tracking through Google Tag Manager, Google Analytics, and the Meta Pixel, the foundation everything else was built on. Understanding which channel served which audience was critical: D2C activity, restaurant visits and online store sales, ran mainly through geo-targeted Meta Feed and Stories to interest audiences, customer lists, and lookalikes, using engaging video and animation with money-saving offers and clear urgency to encourage a direct conversion. B2B wholesale activity ran separately, using tightly targeted keywords and audience segments to serve informative Google Search ads directly to hospitality business owners around their specific, common pain points.

The result