How field sales drove growth for Grubby
Overview
Client: Grubby
Industry: Direct-to-Consumer (DTC) / Plant-Based Meal Kits
Campaign Objective: Accelerate customer acquisition and build brand awareness
Channel: Face-to-Face Field Sales (Door-to-Door & High-Footfall Events)
Campaign Duration: 2+ Years (2021 – 2023)
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The Challenge
Launched in 2019, Grubby entered the market as the UK’s first 100% plant-based recipe kit provider. After a successful £1 million investment raise via Crowdcube in May 2021, the company needed to scale its subscriber base rapidly.
However, as a relatively young brand, Grubby faced two interconnected challenges:
- How to acquire large volumes of new subscribers quickly.
- How to put a new brand in front of UK consumers in a meaningful way.
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Scaling the Operation
The trial exceeded expectations. What started as a small test quickly evolved into a nationwide engine.
| Metric |
Result |
| Team Growth |
Scaled from 4 agents to a peak deployment of 80 agents. |
| Peak Weekly Sales | Generated 1,553 sales in a single best week. |
| Daily Productivity | Consistently achieved 2.8 – 3.0 sales per agent, per day. |
| Geographic Reach | Expanded to nationwide coverage across the UK. |
The Results: Acquisition + Awareness
The campaign delivered a dual impact that digital channels alone could not replicate:
- The field team delivered subscription sign-ups at scale, proving that face-to-face conversion rates could compete with, and in many cases, outperform online funnels.
- Door-to-door canvassing and high-footfall events generated thousands of in-person brand impressions across the UK, building trust and recognition.
Key Takeaways
The two-year partnership demonstrated three critical lessons for high-growth consumer brands:
- Field sales is scalable. A 4-agent test can become a national operation of 80 agents with the right partner and proposition.
- In-person engagement creates immediate trust, leading to faster conversion than digital traffic.
- The Grubby campaign delivered 1,553 weekly sales while simultaneously putting the brand in front of thousands of consumers.
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Conclusion
For Grubby, the Credico UK partnership proved that face-to-face acquisition could sit alongside digital marketing as a powerful and scalable growth channel. For Credico UK, it demonstrated the ability to build, test, optimise, and scale a field sales operation around a high-growth consumer proposition.
The bottom line: A four-agent test became a nationwide success story, proving that sometimes the most effective way to grow a digital subscription brand is to meet customers face-to-face.
