Hello Yummy Box Built a More Profitable eCommerce Acquisition Channel

Hello Yummy Box is a UK subscription brand delivering curated food and drink boxes each month. Built around joy and discovery, its model depends on attracting subscribers who become long-term customers. As a result, driving high-quality acquisition becomes more important than simply increasing volume.

The challenge

As Hello Yummy Box moved into its growth phase, paid social and paid search costs were climbing while subscriber quality fell. Customers acquired through Meta or Google Ads arrived with a deal-hunting mindset and churned faster. Attribution was opaque, making optimisation guesswork.

“Marketing costs continue to rise across every channel. It’s tough to rely on the standard playbook of Meta or Google Ads. At the same time, consumers are becoming even more selective and focusing on value,” said Sophie Verachten, Partnership & Performance Marketing Manager, Hello Yummy Box

Industry data underlines the problem many brands are facing in 2026 as Meta CPAs have risen 15% year on year and 40% eCommerce subscriber churns within 90 days.

The solution

Hello Yummy Box partnered with Tyviso to place their subscription offer through a post-purchase loyalty Rewards platform, a pivotal touchpoint in The Commerce Journey. This placement allowed them to connect with consumers who had already established trust with the host brand, making them far more receptive to partner recommendations.

Partners were selected based on audience alignment: primarily female, aged 35+, interested in food, lifestyle and pet brands. This non-endemic advertising approach meant reaching audiences outside Hello Yummy Box’s immediate category,  but whose behaviour matched their ideal subscriber profile closely.

“When consumers see an offer promoted by another brand, they already understand the model. They choose that product with all the background info in their head. They tend to stay on longer,” added Sophie.

Results

Through Tyviso's Rewards placements, Hello Yummy Box achieved an 18% conversion rate, alongside a materially lower CPA than equivalent paid social activity and significantly stronger subscriber retention. The channel also delivered consistent month-on-month new customer acquisition rather than the volatile spikes typical of paid social.

Why non-endemic retail media worked

Three structural advantages separated this channel from traditional paid media:

• Consumers discovered Hello Yummy Box through a brand they already trusted.
• CPA-only pricing means spend only occurs on verified new subscribers. No wasted budget on impressions or clicks that do not convert. 
• Unlike Meta’s or Google’s black-box attribution, every Tyviso placement comes with context: which partner brand, which placement, which audience. Performance becomes learnable and repeatable. 

Conclusion

“I would love brand partnerships to be about 80% of our order volume. It’s so cost-efficient, retention is good - what’s not to love? It’s a very sustainable channel.” concluded Sophie.

Non-endemic retail media via Tyviso delivered better acquisition outcomes than paid social on the three dimensions that matter most to a subscription business: cost efficiency, subscriber quality, and retention. For eCommerce brands facing rising CPAs and shrinking signal quality in 2026, placing your offer inside someone else’s Commerce Journey, at the right moment, for the right audience, becomes a structural advantage.

Adrian Vella, CEO at Tyviso said “Hello Yummy Box is a strong example of how the Commerce Journey can support a more sustainable acquisition strategy, where efficiency, quality, and retention improve together.”

Want results like this?

Tyviso works with 700+ curated partner brands across the full Commerce Journey. Speak to the team at tyviso.com to explore a tailored campaign.

Listen to our conversation with Sophie Verachten to learn more about their approach to customer acquisition.