At Lata, the spark for our Recipe Hub strategy came from an unexpected place: the subscription cancellation funnel. After I designed a recommended cancel flow, the data revealed that 30%+ of churn came from customers who had too much product on hand and didn’t know what to do with it.

That insight shaped the next move: a Recipe Hub built to expand usage occasions and strengthen consumer habits.

The cross-channel approach:

• Paid media spotlighted approachable, modern recipes that reframed tinned fish beyond the pantry.

• Packaging & QR codes created a loop from shelf → digital content → repeat purchase.

• Owned channels (site, email, social) amplified recipes, reinforcing the journey from first click to consistent use.

The results: Ads promoting the hub outperformed food & beverage benchmarks with a 1.4% CTR and 3.06 ROAS. Onsite, the hub drove nearly 20% of total pageviews in its first month with bounce rates under 20%. Email results pending.

The takeaway: Retention strategy doesn’t stop at the cancel page. By translating churn insights into a cross-channel content system, we turned attrition risk into a lever for engagement, repeat usage, and long-term loyalty.