Cranswick: Driving Category Growth with a Full Funnel Amazon Strategy
INCREASE IN total SALES
Growth in ordered units
The Brief
Cranswick is a leading name in pet food, with two growing brands under its umbrella: Alpha, a well-established, budget-friendly dry dog food range, and Vitalin, a newer brand focused on quality. The business came to Venture Forge with one clear objective: to accelerate Amazon revenue growth across both brands.
But it quickly became clear that there were significant barriers holding them back.
The in-house team was small, split between marketing and sales, and lacked the Amazon expertise needed to scale. Listings were under-optimised, ad performance was limited, and brand presentation was inconsistent. Operational issues were also creating friction, particularly around FBA readiness and fulfilment support.
Cranswick turned to our team to take full ownership of their Amazon strategy, building a solid foundation for long-term growth while delivering immediate results. The relationship was built on trust, following a successful partnership between Venture Forge and their Commercial Controller at a previous brand. Having seen the results first-hand, he returned to us to drive growth at Cranswick too.
Increase in repeat customers
increase in customer spend
Our Approach
We knew that unlocking Cranswick’s Amazon potential would take more than surface-level fixes. The account needed a structured, full funnel approach that combined commercial strategy, brand development and operational support.
To achieve this, we delivered a multi-layered plan focused on scaling performance while building a platform for sustainable success. Our key initiatives included:
- Brand Transformation: We led a full rebrand of Alpha’s Amazon presence, delivering new imagery, rewritten copy, A+ content and a refreshed storefront. This is now being rolled out across Vitalin to ensure consistency and elevate brand quality.
- Advertising Expansion: Ad investment was increased in stages, with each uplift generating stronger performance and broader visibility across both brands.
- Operational Support: We worked closely with Cranswick’s internal teams to support FBA setup, including warehouse training and fulfilment guidance to overcome stock preparation challenges.
- Retention Strategy: Subscribe and Save was launched to build recurring revenue and strengthen customer lifetime value, directly supporting Cranswick’s repeat purchase goals.
- Performance Optimisation: We refined their advertising strategy by reducing reliance on branded terms and reallocating budget to high-intent, category-relevant keywords.
This was underpinned by proactive trading support. We monitored underperforming lines, launched ad hoc promotions and responded quickly to performance trends. The result is a more consistent, better optimised and commercially driven Amazon operation.
Buy Box Win Rate
client satisfaction
Our Results
Our strategic approach enabled Cranswick to unlock significant growth across both Alpha and Vitalin, strengthening performance and setting the groundwork for continued scale. The results speak for themselves:
- 81% increase in total Amazon sales year on year
- 70% sales growth for Alpha, reinforcing its position as the lead brand in the portfolio
- 100% sales growth for Vitalin, driven by improvements in content, advertising and targeting
- 125% increase in repeat customers, supported by Subscribe and Save and improved retention
- 34% increase in average order value, showing higher customer spend per purchase
- 100% increase in new customers for Vitalin, expanding reach and brand awareness
- 100% Buy Box win rate, maintaining control of listings and price positioning
- Subscribe and Save fully activated, now contributing to long term customer value and loyalty
These early results demonstrate the impact of a fully integrated Amazon strategy and mark a strong first phase in Cranswick’s journey towards category leadership.
Venture Forge quickly took control of our Amazon strategy and delivered real, measurable impact. We’ve seen strong growth across both brands and now have a solid foundation for the future.
