From Crave to Conversion: Chummys Bakery’s Cross-Platform Advertising Campaign by RiseUp

The Netty Awards have nominated RiseUp Agency and Chummys Bakery for Best Cross-Platform Advertising Strategy in Digital Marketing for their standout project, “From Crave to Conversion.” This campaign redefined e-commerce advertising through a fully integrated, multi-platform approach that blended creative storytelling with precision data targeting. For Chummys Bakery, a premium dessert delivery brand in the UK and Europe, RiseUp built a cohesive digital ecosystem that transformed awareness into measurable growth. By unifying every platform under one emotional theme—“Send a Hug in a Box”—the campaign delivered more than dessert ads; it delivered connection, comfort, and brand love.

Innovation and Differentiation

RiseUp’s campaign for Chummys Bakery pushed the boundaries of cross-platform advertising through a truly unified full-funnel strategy. The team’s guiding concept—“Send a Hug in a Box”—brought emotional storytelling to every channel, creating a single brand narrative across search, social, and marketplace platforms. Instead of treating each ad as a standalone piece, RiseUp wove them together into an orchestrated journey that built anticipation and desire with every touchpoint.

The real innovation came from the campaign’s deep omnichannel integration. RiseUp developed a shared retargeting pool using first-party data and behavioral insights, ensuring that audiences who interacted on one platform were intelligently re-engaged across others. This approach created a seamless conversation between TikTok, Meta, Google, Pinterest, and Amazon, where every impression informed the next. A user might first see a playful unboxing video on TikTok, then a heartfelt carousel ad on Instagram, and later a Google Shopping ad ready to convert their craving into action. Behind the scenes, RiseUp’s centralized analytics dashboard aggregated data across all five platforms—eliminating silos and allowing real-time optimization. This integration turned five separate advertising ecosystems into one synchronized growth engine, setting a new benchmark for creative and analytical cohesion in digital marketing.

Measurable Impact and Success

RiseUp’s innovative cross-platform strategy produced measurable, industry-leading results. For Chummys Bakery, the campaign generated an impressive 8.2× blended ROAS, meaning every £1 spent produced £8.20 in return. Online sales surged 170% year-over-year, more than doubling performance while maintaining strong margins. The campaign reached over 3.1 million monthly impressions, expanding the brand’s share of voice and firmly establishing Chummys as a leader in the premium dessert delivery market.

Platform-specific results tell an even more compelling story. TikTok drove 47% of new user growth, introducing the brand to younger audiences who engaged deeply with the creative storytelling. Pinterest, meanwhile, proved to be a powerful conversion driver, delivering twice the average order value compared to other social channels—underscoring its role as a high-intent, gifting-driven platform. Attribution modeling confirmed that most customers interacted with two to three platforms before converting, validating RiseUp’s sequential messaging strategy. These insights demonstrated how each platform played a unique role in the funnel—TikTok and Pinterest inspired discovery, Meta nurtured intent, and Google and Amazon converted interest into purchase. The campaign didn’t just meet KPIs—it exceeded them, proving the power of data-driven creativity and integrated digital storytelling.

Creative Elements and Execution

The creative foundation of “From Crave to Conversion” was the emotional and universally relatable tagline, “Send a Hug in a Box.” This phrase anchored every visual, message, and format, encapsulating indulgence, connection, and convenience. Each platform was used to its fullest potential, with RiseUp crafting bespoke creative executions while maintaining a consistent emotional thread throughout the campaign.

On TikTok, short-form videos highlighted authentic moments—customers unboxing dessert boxes, sharing reactions, and showing behind-the-scenes clips—all amplified by Spark Ads to enhance reach and relatability. Meta (Facebook and Instagram) campaigns focused on storytelling through dynamic product ads and carousel formats that walked users through the gifting journey. On Google, high-intent search and shopping ads captured immediate purchase interest, while YouTube bumper ads reinforced brand recall. Pinterest featured seasonal boards like “Holiday Gifting with Chummys” and “Birthday Hug in a Box,” offering aspirational imagery and inspiring higher-value gifting purchases. Finally, Amazon Sponsored Ads secured premium visibility for search terms like “brownie gift box” and “gourmet cookie delivery.”

RiseUp’s creative sequencing ensured that users experienced the right message at the right time, no matter the platform. By integrating design, tone, and targeting into one seamless journey, RiseUp turned curiosity into craving—and craving into conversion.

Overall Excellence and Industry Advancement

RiseUp’s “From Crave to Conversion” campaign stands as a masterclass in cross-platform integration and creative performance marketing. This project was not about advertising everywhere—it was about orchestrating synergy between five major platforms to act as one cohesive system. RiseUp demonstrated that even a boutique agency can achieve enterprise-level results by combining emotional storytelling, precision analytics, and seamless execution.

The campaign advanced the digital marketing industry by setting a new standard for multi-platform alignment and data transparency. By leveraging centralized analytics, creative sequencing, and shared audience intelligence, RiseUp proved that a unified approach can deliver both emotional depth and commercial success. The results—significant ROAS growth, record-breaking engagement, and category leadership for Chummys Bakery—show that cross-channel harmony isn’t just possible; it’s the future of digital marketing. RiseUp’s work has become a blueprint for emerging brands aiming to scale through cohesive, audience-centered advertising strategies that balance creativity with measurable impact.

About RiseUp Agency

RiseUp Agency is a boutique digital marketing firm specializing in full-funnel strategy, creative storytelling, and performance-driven advertising. Their expertise in multi-platform integration enables brands to scale quickly while maintaining authenticity and connection with their audiences. Known for their agility and innovation, RiseUp continues to push boundaries in how storytelling and data intersect to drive measurable growth for clients across industries.

About the Netty Awards

The Netty Awards are a prestigious awards program that honors top leaders and companies across various industries in the digital age. With over 100 unique categories and a longstanding track record as one of the most trusted organizations in the industry, the Netty Awards celebrate achievements in Design, Social Media, Influencers & Creators, Web, Advertising & PR, and Apps & Software. Recently featured in USA Today for their Top Agencies List, the Netty Awards are recognized as one of the most trusted agency directories for decision-makers.