For many brands, Amazon advertising can become overly reliant on branded search activity. While this often delivers efficient returns, it can also limit growth by restricting visibility to shoppers who already know the brand.
This was the challenge facing Simply Roasted.
After partnering with Toucan in November 2024, the objective was clear: move beyond a branded-search-heavy approach and implement a scalable full-funnel strategy capable of driving greater visibility, stronger customer acquisition, and sustainable long-term growth.
The Challenge
Prior to working with Toucan, Simply Roasted's advertising strategy was heavily focused on branded search terms and conversion-driven activity.
While this approach generated sales, it limited the brand's ability to reach new audiences and unlock additional growth opportunities. Inconsistent budget allocation month-to-month was also impacting campaign performance, making it difficult to generate meaningful learnings and scale effectively.
Key challenges included:
- Over-reliance on branded search campaigns.
- Limited reach beyond existing brand-aware shoppers.
- Inconsistent advertising investment and performance.
- A need to increase new-to-brand customer acquisition.
- Creative assets that required refreshing to improve engagement and product discovery.
The goal was to implement a more balanced full-funnel strategy that could utilise the entire advertising budget more effectively while increasing visibility and driving profitable growth.
The Strategy
Toucan developed a comprehensive Amazon advertising strategy designed to support shoppers at every stage of the customer journey.
Rather than focusing predominantly on branded traffic, investment was expanded into generic and category-based keywords to increase visibility among shoppers actively browsing the category.
Alongside this, product-focused campaigns were introduced to drive new-to-brand customer acquisition and encourage product discovery across the Simply Roasted range.
The strategy also included a creative refresh, with updated advertising assets designed to showcase new flavours, packaging updates, and key product benefits more effectively. These enhanced creatives helped improve engagement and encouraged shoppers to explore a wider range of products.
By combining audience expansion, improved campaign structure, and stronger creative execution, Simply Roasted was able to build a more scalable advertising framework.
The Results
The impact of the new strategy was immediate and measurable.
Since partnering with Toucan, Simply Roasted achieved:
- +60% growth in total ad sales
- +21% increase in ROAS
- +58% increase in clicks
- +29% increase in new-to-brand sales
- +30% increase in advertising investment supporting scalable growth
These improvements demonstrate the effectiveness of expanding beyond branded search and investing across the full customer journey.
Creating Sustainable Growth
While increased sales were a key outcome, the wider impact was equally important.
The new strategy enabled Simply Roasted to reach a broader audience, improve customer acquisition performance, and create a more sustainable foundation for future growth. By diversifying campaign activity and strengthening creative execution, the brand is now better positioned to continue scaling on Amazon while maintaining advertising efficiency.
Final Thoughts
Brands often reach a growth ceiling when advertising activity becomes too heavily focused on shoppers who are already familiar with the brand.
Simply Roasted's success demonstrates the value of a full-funnel approach that balances visibility, consideration, and conversion activity. By expanding audience reach, improving creative performance, and optimising campaign structure, Toucan helped unlock new growth opportunities and deliver stronger commercial performance across Amazon.
The result was not only increased sales, but a more scalable advertising strategy built for long-term success.