Contribution Margin Increased by 305%
Blended CPA Reduced by 26%
Blended ROAS Increased by 15%
About the Brand
Choc on Choc is a family-run, Somerset-based chocolatier founded in 2003 by father-daughter duo Kerr and Flo. Known for its patented layering technique that turns Belgian chocolate into hyper-realistic, hand-poured designs, the brand has built strong distribution and brand equity through listings in major retailers including John Lewis and Selfridges, alongside a loyal DTC gifting audience across birthdays, celebrations, and seasonal occasions.
By September 2025, growth on the DTC side had plateaued, with the account showing signs of stagnation despite a genuinely rich product story that hadn't been fully translated into performance creative. With hundreds of occasion, hobby, and recipient-led SKUs and a distinctive craft process to draw on, there was a huge amount to market around that simply wasn't being surfaced. Prospa was brought on to manage Paid Social and Paid Search, with a strong emphasis on creative, turning that untapped product breadth into the volume and variety of content needed to reignite acquisition.
The Challenge
A Paid Media Creative System Built From Scratch
The brand had strong organic content, but paid social creative was an afterthought and the results showed it: stagnant growth and a struggling new customer pipeline. Both account structure and creative direction were starting from a blank canvas, which is a challenge we love to tackle. We knew that if we could get this right from the start, we’d be moving in the right direction quickly.
Missing Video Formats
The brand had no video and no human element in its creative - a real gap for products that are gifting-led, consumable, and often tied to a theme, where taste, texture and visual appeal are everything. This challenge feeds into the first, and was a big focus for us from the get go.
Low Price Point Across Winning Products
Several of the brand's top SKUs sold for under £10, a tough starting point for paid media. Low AOV limits the budget available to test creative while staying profitable on a first purchase, especially with margin to protect. Product analysis is something that is ingrained into our workflow across all channels. This was a prioritised process to steer us towards a higher AOV.
Stagnant New Customer Growth
New customer growth was the core bottleneck holding Choc on Choc back, and every other challenge fed into it. The brand had strong products and a great site, built by agency partner Marca Media, but underperforming Meta and Google accounts were choking growth at the top of the funnel.
Our Solutions
Building a Creative Strategy Around the Brand Story
We got under the skin of the brand's story and vision, which gave us a clear direction for paid creative. Organic had some content to build on, but scaling the paid account meant evolving it, the strongest performers were native in feel with sharp, clear messaging. We also tapped into the founder story: a rare one, with Flo's father founding the brand before passing it down to her.
Built a Portfolio of Creators Aligned With the Brand
We brought on genuine creators who connected with the brand's story and vision, building a lasting portfolio rather than one-off content. With products that are occasion-led, gifting-focused and consumable, creator content was a key driver of the results we saw through Meta.
Used Product Reports to Steer Creative and Pricing Strategy
Product report analysis is built into every channel we run at Prospa, giving us the data to steer both micro and macro strategy toward profit. With AOV a known bottleneck, we worked closely with the Choc on Choc team to build product bundles and adjust pricing on specific SKUs - lifting AOV and margin, and giving us room to operate at a higher CPA and grow the account without constraint.
Built Specific Personas Tied to Specific Products
Choc on Choc's products carry very specific messages, so we built creative personas around them, targeting niche audiences with products made for them. This approach lined up perfectly with Meta's Andromeda update in 2025 - the more niche we went, the better the ads performed.
The Results
Contribution Margin Increased by 305%
Blended CPA Reduced by 26%
Blended ROAS Increased by 15%
Client Feedback
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