Mill

Overview

Driving brand equity and a 100% lift in CVR through elevated Meta ad creative

Mill came to Fat Earth with a bold vision: to shift consumer behavior around food waste and position their food recycling bin as a category-defining home appliance. With a high AOV product and an audience driven by purpose and practicality, Mill needed creative that could educate, inspire, and convert, without sacrificing brand equity.

The Strategy

Fat Earth built a full-funnel creative engine to match Mill’s complexity — rapidly deploying 12+ new assets per month and testing into high-performing formats. Creative clarified what Mill is (and isn’t): not a compost gadget, but a smarter, cleaner trash can replacement. We collapsed the learning curve with emotional, brand-forward ads that answered real questions, educated fast, and scaled efficiently while matching Mill’s elevated identity.

What Worked Well

The formula: emotional hook + practical value + trust cues. UGC-style videos and lifestyle imagery outperformed legacy creatives. Short-form ads beat long-form explainers. ASMR-driven visuals with “life-changing” messaging hooked audiences. And reframing Mill as the “next-gen trash can” (not a compost bin) proved key in unlocking performance across diverse audiences.