Who are Forthglade?
Forthglade was founded in Devon by a dog lover who believed the pet food aisle could be simpler, clearer, and more honest. Inspired by the countryside around the Forthglade valley, the brand set out to create natural dog food using real ingredients and recipes that prioritise nutrition over shortcuts.
That founding mindset still defines the brand today. Forthglade balances expertise with approachability, speaking to dog owners in a way that feels supportive rather than sales-driven. The result is a brand that feels trustworthy, friendly, and deeply aligned with the people it serves.
When Every Brand is Barking for Attention
Digital channels are louder than ever. Email inboxes are crowded, paid social is expensive, and even the most loyal customers are trained to scroll past messages they have seen a hundred times before.
Forthglade was doing all the right things. Strong branding, thoughtful messaging, and well timed digital touchpoints. But during high intensity moments like BFCM, even great brands can blend into the background. Especially when reaching warm leads and customers who had gone digitally unreachable.
The question was not what to say. It was how to be noticed again.
Incrementality testing in action
By using Paper Run's integration with Klaviyo, Forthglade launched a One-off send direct mail campaign designed specifically for warm leads and customers who were unreachable during and before BFCM.
To measure the impact of adding Direct Mail, Forthglade ran an incrementality test using Paper Run's holdout functionality. They split their audience 50/50, ensuring that both groups continued to receive the standard email flows. Then they tested as follows:
🧪 Test group: Received one of the loyalty reminder postcards
❌ Control group: Did not receive the postcard
When the Numbers Sit, Stay, and Perform
For BFCM, Forthglade saw a huge success with Paper Run, bridging a critical gap in their CRM and driving impressive returns.
Incremental Return on Ad Spend (ROAS): Forthglade saw 4.22X iROAS, making this one-off send one of the most effective campaigns launched over BFCM.
Conversion Rate: This one-off send is achieved a stagging 83% conversion uplift vs. the holdout group.
Here’s the beauty of it: Black Friday leaves little room for hesitation. The smooth BFCM process meant decisions were made fast, execution stayed smooth, and the one-off send delivered strong incremental performance in a week where attention is hardest to win.
CEO
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