Paddock to Pantry, a family-run, Kiwi owned online supermarket, grew 180% in a single year after committing to an annual advertising spending with MediaWorks, across radio stations Breeze, The Edge, More FM, and Mai FM.
Founder Wayne Kennerley saw gains across four main metrics: Web traffic, growing his email database, brand awareness, and sales.
It's such an easy, seamless process with MediaWorks. From idea to finished ad is usually only a day. I trust them to get it right, because they always have.
- Wayne Kennerley Founder, Paddock to Pantry
The opportunity
Plenty of people love eating but fewer people love going to the supermarket. That gap is the business.
Wayne built Paddock to Pantry on a simple observation: grocery shopping should be easy, good value, and more enjoyable for Kiwi households, wherever you live.
You’ve got the idea. You’ve built something special. So how do you get enough people to know you exist?
An ecommerce business with no foot traffic has no accidental discovery. There’s no shopfront for someone to walk past, so every customer has to hear about you from somewhere first - and in the era of online scams, building trust before asking for payment is key.
Why Paddock to Pantry chose radio
Campaigns using audio generate 81% higher trust than those without it. And trust is everything when you’re asking for someone’s credit card details.
Wayne worked with his MediaWorks account manager Craig to build an annual spend commitment across several stations including Breeze, The Edge, More FM, and Mai.
Four stations offer four distinct audiences, all built on the trust that radio already has with its listeners. For a business like Paddock to Pantry, which sells to a broad demographic, that is key.
Where digital ads like search can help with that final click, radio creates the awareness that drives it.
The results
Sales is the headline, and at almost triple growth in a single year it should be. But growing an email database is the quiet champion here. Radio drove users to the website, the website captured them, and Paddock to Pantry now owns a marketing channel it doesn’t have to rent.
180% growth. And that’s 180% truth.
What other businesses can learn from this
Commit to a term, not a burst Paddock to Pantry’s result came from an annual spend commitment, not a two-week flight. Radio builds recall through repetition so frequency over a sustained period is where compounding happens.
Spread across stations if your audience is broad. MediaWorks’ station variety gives a range of listener profiles to best suit your business
Measure beyond the obvious. Everyone wants more sales, but consider website sessions, email signups and brand awareness too
Don’t let production stop you. If the reason you haven’t tried radio is that you assume it's a six-week production process and costly, it isn’t. We can take care of the whole process from scripting to record in a matter of days - for free! Have a chat to find out what we can do for you.