Rodelle Kitchen

Rodelle is one of the most respected names in baking, producing premium vanilla extract and gourmet baking ingredients trusted by serious home bakers and professionals alike. Product quality was never the question. The challenge was making sure the right customers could find Rodelle at the right moment, across every channel where they shop, from Google search to Amazon to Walmart to the brand’s own website. DeltaV Digital partnered with Rodelle to rebuild their digital presence, redefine how they measured success, and launch a multi-channel paid media strategy that turned seasonal spikes into year-round revenue.

The Highlights

• 500% ROAS on Amazon advertising and 300% ROAS on Walmart, turning marketplace campaigns into Rodelle’s most profitable acquisition channels.
• 38% increase in new users year over year and 127% increase in average session duration after a conversion-focused website redesign.
• Year-round demand established where seasonal gaps previously left months of underperformance, with peak baking season results amplified on top of the new baseline.

The Challenge

Rodelle’s digital presence was working against itself. The website was rich in content, products, and resources, but the experience had become overwhelming. Visitors arrived but did not convert because the path from interest to purchase was unclear. Calls to action competed with each other, navigation buried high-intent pages, and conversion tracking measured soft engagement metrics (time on site, page views) rather than buying intent.

Prior paid media efforts compounded the problem. Campaigns were running with overly broad audience targeting, unfocused keyword strategies, and no connection between ad spend and actual product sales. Budget was spread across channels with no visibility into which ones were driving revenue and which were burning cash.

The seasonal challenge added urgency. Baking is inherently seasonal, with massive demand spikes during the fall and winter holidays. Rodelle was not fully capitalizing on these peaks, and outside of holiday season, digital demand dropped off significantly. The brand needed a strategy that could dominate during peak periods while building sustainable baseline demand for the rest of the year.

By focusing on buying-intent actions and precision targeting, Rodelle turned paid media into a predictable, year-round revenue driver.

Jenna Baker, Senior Marketing Manager, Rodelle Inc.

The Solution

We approached Rodelle’s challenge in three layers: fix the website, fix the measurement, then scale the media.

Website Redesign for Conversion

We rebuilt Rodelle’s website with a singular focus: make it easy to buy. The redesign stripped away complexity and surfaced the most important information and calls to action. “Buy Online” clicks became the primary conversion event, replacing soft engagement metrics that looked good in reports but did not correlate with revenue.

The new experience guided visitors from discovery to purchase intent with clear product pages, simplified navigation, and conversion paths tailored to how bakers actually shop online.

Attribution Built Around Buying Intent

We redefined what counted as a conversion. Instead of tracking page views and session duration, we built tracking around high-intent actions: Buy Online clicks, “Where to Buy” interactions, contact submissions, and phone calls. This created a direct line of sight between marketing spend and commercial outcomes.

For the first time, Rodelle could see exactly which channels, campaigns, and keywords were driving people to buy, not just browse.

Multi-Channel Commerce PPC

With the foundation in place, we launched precision-targeted campaigns across five channels simultaneously: Google Search, YouTube, Facebook, Amazon, and Walmart. Each channel served a distinct role in the ecosystem.

Google and YouTube captured demand from bakers searching for specific products and recipes. Facebook built brand awareness and drove consideration among audiences with demonstrated baking interests. Amazon and Walmart targeted high-intent shoppers actively browsing the baking category, placing Rodelle in front of buyers at the moment of purchase decision.

The strategy was designed to run always-on at a sustainable baseline while scaling aggressively during peak baking season. When holiday demand surged, budget shifted toward the highest-performing channels and audiences. When the season ended, the baseline campaigns kept Rodelle visible and generating consistent sales.

The Results

The multi-channel approach transformed Rodelle’s digital performance from inconsistent and unmeasurable into a predictable revenue engine.

Amazon advertising delivered a 500% return on investment, making it the single highest-performing channel in Rodelle’s media mix. Walmart campaigns followed closely at 300% ROI, proving that marketplace advertising was not just viable for a premium food brand but dominant.

The website redesign drove a 38% increase in new users year over year and a 127% increase in average session duration. Visitors were not just arriving, they were engaging deeply and moving toward purchase. On-site conversions saw significant seasonal lifts during peak baking periods, with the redesigned experience capturing demand that the previous site had been losing.

The most important result was structural: Rodelle established year-round demand for the first time. The months between holiday seasons, previously a dead zone for digital performance, now maintained a consistent baseline of traffic and conversions. Peak season amplified those results rather than creating them from scratch. Digital advertising went from an experiment to a reliable, predictable growth channel that Rodelle’s team could plan around.

Key Takeaways

Multi-channel commerce requires channel-specific strategy. Amazon, Walmart, Google, and Facebook each serve different roles in the buyer journey. Running the same campaign everywhere wastes budget. Tailoring by channel and scaling by season is what produced 500% and 300% ROI.

Fix the website before scaling the media. Rodelle’s paid campaigns could not perform until the website gave visitors a clear path to purchase. The redesign unlocked everything that followed.

Measure what matters commercially. Switching from engagement metrics to buying-intent actions changed every optimization decision. When you measure the right things, every dollar works harder.

DeltaV Digital is an integrated digital marketing agency connecting SEO, paid media, and web development into a unified growth system. If you are looking to turn digital advertising into a predictable revenue channel for your brand, request a free assessment.