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Juicy growth through SEA

Kale&Me is a German direct-to-consumer brand for cold-pressed juices and cleanse programs—known for fresh ingredients, short cold chains, and clear nutritional transparency. The brand was co-founded by a team led by David and is one of the pioneers in the German-speaking juice cleanse segment.

The project

Scaling Kale&Me's D2C presence – co-founded by David, who built the entire marketing department from scratch (brand positioning, performance & paid social, content/SEO, CRM/lifecycle): a mobile-friendly Shopify store with clear purchase paths for juices, bundles, and cleanse packages, legally compliant nutritional/ingredient communication, and an integrated tracking and campaign setup for recurring sales (subscriptions & repeat purchases).

Customer Page

2019

industry

Food & Beverages

website

https://www.kaleandme.de/

The challenge

Perishable logistics and cold chain require transparent delivery windows and expectation management; cleanse programs need to be explained (duration, effects, ingredients/allergen information) and must be presented in a legally compliant manner; high mobile usage and strong seasonality meet scalable performance marketing and precise attribution.

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Services rendered

  • Brand building & positioning from scratch: brand story, value proposition, tone of voice, visual/copy guidelines; consistent messaging across shop, social media, ads, and PR.
  • Go-to-market & channel strategy: Acquisition funnel (awareness → consideration → conversion → retention) including roles for SEO, SEA, paid social, influencers/UGC, PR & partnerships.
  • Performance marketing fundamentals: Google Ads (Search/Shopping/PMax) & Meta/TikTok structures, naming/UTM standards, creative systems (hooks/angles/formats), testing roadmap.
  • Content & SEO engine: Topic architecture (cleanse/juice cleanse/nutrition), keyword map, content hub, FAQ/knowledge modules, structured data (product/FAQ/review), internal linking.
  • Lifecycle/CRM from the ground up: email flows (welcome, pre-cleanse, on-course, post-course, winback), segments & triggers, template system, A/B testing; subscription/repurchase mechanisms.
  • Analytics, tracking, and attribution: GTM/GA4 events, conversion mapping (checkout, subscription, refill), Pixel/CAPI, dashboards for channel/cohort views, ROAS/LTV control.
  • Team & Processes: Hiring/Enablement for Performance & Content, Production Workflows (UGC/Creator), Campaign Playbooks, OKR/Rituals (WBR/QBR).
  • Landing pages & conversion: LP system for initial courses/bundles/seasons with message matching to ads; hypothesis backlog, continuous CRO (A/B testing, UX optimizations).
  • Retail/Ops connection (where relevant): Appointment/tasting promotions, sampling/cooperative formats integrated into the funnel as a performance enhancement.

The result

A D2C setup that can scale from the ground up: clear cleanse journeys, high-performance mobile conversion, and a consistent funnel from awareness to retention. Thanks to David's fundamental marketing foundation (SEO/SEA, paid social, content, and CRM), acquisition costs are falling, repeat purchases and LTV are rising—with clean data for rapid iterations and predictable growth.

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About the customer

KALE&ME is one of Europe's leading providers of cold-pressed juice cleanses. Our CEO David Vinnitski founded the company with two friends in 2014. The company gained recognition through its participation in the start-up show "Die Höhle der Löwen" (The Lion's Den). Since then, KALE&ME has received awards such as the German Design Award and the Regional Star Award. KALE&ME produces its juices at its own factory in the Lüneburg Heath, focusing on regionality and sustainability.

Shopify Partner

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Further references

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