Mallu Kitchen, Hanley — Meta Ads Campaign

The challenge

Mallu Kitchen is an independent takeaway in Hanley, at the heart of Stoke-on-Trent. Like most local food businesses, they were competing for attention against national delivery apps and better-known chains, with a modest budget and no in-house marketing. The goal was simple: get the Mallu Kitchen name in front of local people who were most likely to order, without wasting spend on audiences too far away to be customers.

Our approach

We built a geographically tight Meta ads strategy focused on the neighbourhoods around Hanley and central Stoke-on-Trent — the realistic delivery and collection radius for a takeaway. Rather than a single broad campaign, we ran two complementary ad sets: a brand-awareness push to build local recognition, and a lower-cost engagement campaign to keep the page active and test creative cheaply.

What we did

• Set up and structured the Meta ad account and campaigns correctly, with clean audience targeting around the local delivery area.
• Created a brand-awareness campaign that put the takeaway in front of thousands of nearby residents.
• Ran a highly efficient engagement ad set to test messaging at very low cost per result.
• Monitored daily spend against a tight budget and kept targeting focused on people who could actually order.

The results

The campaign delivered strong local visibility on a small budget. The awareness campaign reached 6,989 people in the Hanley and Stoke-on-Trent area and generated 33,213 impressions — a significant footprint for an independent takeaway. The secondary engagement ad set proved highly efficient, driving results at roughly £0.25 each.

Most importantly for the owner, orders noticeably increased during the campaign period — turning local awareness into real footfall and sales rather than just clicks. It is a clear example of how a focused, geographically targeted paid social campaign can move the needle for a small local business.