Concept project, built for portfolio purposes — not a real client, not real sales. Role: growth & performance marketing strategist.
The brief
Core Chinu is a handmade, traditional Pugliese fresh pasta, delivered via a certified 24-hour cold-chain. The goal: launch a direct-to-consumer channel and win the first cohort of non-resident customers — Italian expats abroad who miss the taste of home. The core challenge: convincing them a refrigerated product will actually survive the trip.
Full-funnel strategy
Built around one buyer persona — Marco, 32, a tech account manager in Milan, originally from the South, with no time to cook and a supermarket-pasta problem. The funnel: Meta video ads with nostalgic, UGC-style storytelling for awareness; a landing page built on social proof and product transparency for consideration; a 15% welcome discount plus a cold-chain delivery guarantee for conversion; automated Klaviyo email flows, with a replenishment offer triggered at day 20, for retention.
The automation, in Make.com
The retention flow is a five-step scenario: a Shopify webhook watches for new orders, Klaviyo syncs the customer profile, a router checks whether it’s a first order or a repeat one — so returning customers don’t get spammed — a personalized replenishment email goes out through Gmail, and every event is logged to a Google Sheet to track conversion.
The copy
Written with the AIDA framework, in a tone that’s nostalgic, warm and a little ironic:
Your grandfather used to say that rushing ruins good things. That’s why making our fresh pasta takes 24 hours. Delivering it to your doorstep… takes just as long.
Simulated results (30-day launch phase)
€100 test budget, 12,500 impressions, a 2.80% click-through rate, 10 orders at a €35 average order value, a €10 cost per acquisition, and a 3.5x return on ad spend — all above the food & beverage benchmarks used as a reference.