Mesimeri, a producer of award-winning, premium organic Extra Virgin Olive Oil (EVOO) from Messinia, Greece, faced a dual challenge:
Overcoming the Price Barrier:
As a limited-production, high-polyphenol, premium-priced product, Mesimeri needed a marketing strategy that effectively communicated its superior quality and value proposition to a niche audience (food connoisseurs, health-conscious consumers) to justify the cost over mass-market oils.
Establishing International Brand Awareness:
The company sought to rapidly expand its direct-to-consumer e-commerce sales in key international markets, requiring high-impact campaigns to build trust and drive first-time purchases.
THE RESULTS
Through a targeted, full-funnel performance marketing and creative strategy, we successfully optimized Mesimeri’s digital presence, resulting in:
Our strategy was built on leveraging Mesimeri’s authentic “farm-to-table” story and its scientific differentiators (high polyphenols, low acidity) to create campaigns that resonated with high-value audiences across the customer journey.
Full-Funnel Digital Strategy with Storytelling:
We implemented a multi-channel campaign structure focused on justifying the product’s premium value at every stage:
Awareness (TOFU):
Video and display campaigns showcased the Messinian heritage, the organic farming process, and the founders’ passion. Creative assets focused on the lifestyle of the Mediterranean Diet and the health benefits of high-polyphenol EVOO.
Consideration (MOFU):
Retargeting ads specifically targeted those who viewed product pages, using social proof (the Gold Award in the Canada International Olive Oil Competition 2021) and scarcity (limited production of max 3 tons/harvest) to build urgency and credibility.
Conversion (BOFU):
Optimized Google Shopping and retargeting ads focused on the MESIMERI Experience Kits (EVOO + ceramic dipping bowl) to lower the barrier for first-time premium buyers and significantly improve Conversion Rate (CVR).
High-Impact Creative Focus on Quality:
We conducted rigorous A/B testing on ad creative and messaging.
The highest-performing variations emphasized:
The health aspect (high polyphenol content) over general taste.
The purity of the product, highlighting the “without chemical fertilizers or pesticides” message.
The Greek heritage and the story behind the name “Mesimeri” (Greek summer afternoon).
E-commerce Optimization & Retention:
We ensured that the product landing pages clearly presented the awards, the 0.3% low acidity metric, and the story of the Koroneiki olive variety.
Post-purchase, we implemented a segmented email flow providing educational content (EVOO storage tips, high-end recipes) aimed at building brand loyalty and encouraging a higher-than-average second-purchase rate.
The integrated strategy successfully transformed Mesimeri’s digital presence.
By focusing on value justification rather than price competition, we not only drove significant traffic but converted it efficiently.
The achievement of a 5.5x ROAS validated the strategy of targeting niche, high-intent buyers willing to pay a premium for certified quality and an authentic story.
This project established a scalable and sustainable e-commerce model, moving Mesimeri beyond its local roots and positioning it as a leading premium brand in the international gourmet food market.
