Smak Dab Mustard – Growing the Online Presence

Founded in 2014 by Red Seal Certified chef Carly Minish, Smak Dab is a Winnipeg-based company specializing in small-batch gourmet mustard made with locally sourced ingredients. Having previously worked with Smak Dab on website development, content creation, and market expansion, they tapped us again to help drive more orders on their e-commerce website.


Photos by Pauline Boldt.

The Results

Because of our history of working with Smak Dab, we already had a trove of great photographic content to leverage. Our insights also showed that the majority of her customer base was women between 18-54. With this in mind, we concluded that Facebook and Instagram ads would be the most effective at driving purchases on her website.

Using Ads Manager, we ran multiple ads using Conversion and Catalog Sales as campaign objectives, testing multiple combinations of imagery and copy before assessing performance and keeping only the best-performing ads.

In just three months, our Facebook campaigns generated over $4,000 in revenue with a ROAS of just over $6.00 for every $1.00 spent.