Kukuła Healthy Food is a diet meal delivery service for health-conscious people. In a market where everyone competes on calories, time and price, Kukuła sells restaurant quality at home.
We left the cooking to the pros and took charge of meaningful communication: appetizing food wrapped in lifestyle and real-time marketing.
Scope: Facebook, Instagram, TikTok, Meta campaigns, video shoots
Meta Ads campaigns from September 2025 to February 2026: return on ad spend, purchases and impressions.
That’s how many times the ad spend paid for itself.
ROAS of the February 2026 campaign.
That’s how many purchases the ads generated.
That’s how many times Kukuła’s ads were shown.
On Facebook and Instagram, we focus above all on education and an appetizing presentation of the menu, mostly in carousels and static creatives. Much of our communication also runs on real-time marketing (RTM): we react to current trends, occasions and contexts, which keeps the brand relevant and engaging.
Natural light, dark backgrounds, props and meals in their boxes. Tempting food, not catalog shots.
Dark green, off-white, a beet-red accent and editorial typography: recognizable even at thumbnail size.
Sports, vacations, holidays, seasonal fruit: the brand ties into everyday life and what’s happening right now.
The Caregiver and the Lover: care for health meets the sensual pleasure of eating.
Year over year (2024 → 2025), ROAS grew in two campaign segments, most strongly among engaged users (Engaged). The third segment, existing customers (Existing), remained a stable foundation of sales.
Emotion sells. Discounts only speed it up.
A 2024 → 2025 comparison. Year-over-year campaign results show that optimization and constant monitoring of both our campaigns and the market bring real gains.
On a 0.9% smaller budget.
Each purchase cost less to acquire than a year earlier.
A higher click-through rate on the ads.
Cheaper reach: a lower cost per thousand impressions.
Promo creatives speak the same language as the feed: off-white, a beet-red accent, editorial typography and appetizing meals. That makes Kukuła recognizable even at thumbnail size, including when we’re announcing a discount. We tie discount codes to the season and the context: from an everyday “good choice” to a summer body and a sweet treat for the end of summer vacation.
TikTok gives us more room to be laid-back, fast-paced and a little crazy. There, we create dynamic short videos designed above all to whet the appetite and grab attention.
