B2MarketPlace helps Delta Cafés achieve 113% revenue growth with full-funnel strategy

Goals

Delta Cafés, a heritage coffee roasting and coffee packaging company, wanted to grow their presence in the Amazon store in Spain and reach new coffee lovers who had never experienced the brand. The challenge? Standing out among established brands with larger budgets and thousands of reviews. Generic coffee searches – representing over 50% of category volume – surfaced established brands with thousands of reviews and substantially larger advertising budgets, while branded search volume for “Delta” in Spain was minimal. There was no organic discovery path for new buyers. Additionally, Delta Q capsule sales were structurally tied to prior machine ownership, creating a ceiling that advertising alone could not break without first growing machine adoption.

B2MarketPlace, an Amazon Ads advanced partner based in Spain, recognized these were structural challenges requiring a fundamentally different approach to where, how and to whom Delta should advertise – and every euro of investment needed to deliver disproportionate strategic impact.

Approach

B2MarketPlace built a full-funnel system using Amazon Marketing Cloud (AMC) as the campaign’s operating system with the goal of using AMC to identify which shoppers are ready to switch from established brands – insights unavailable to Delta Cafés through standard tools. The team cross-referenced sponsored ads engagement, Amazon DSP exposures and cart-abandonment signals – segmented independently by product line – to build three distinct audience layers: generic coffee intenders available for discovery, machine-consideration abandoners for sequential re-engagement and lapsed buyers for reactivation.

The full-funnel flow connected online video and streaming TV for awareness, AMC for tracking consideration entry, Performance+ for focused audience re-engagement and sponsored ads for conversion capture. Performance+ was deployed with AMC-defined audiences rather than broad auto-settings, giving the algorithm a constrained but high-intent signal space. This hybrid approach – human strategic segmentation combined with machine bid optimization – outperformed fully automated benchmarks. Budget was strategically reallocated toward segments with genuine incremental growth potential: whole bean and Delta Q machines.

Results

Delta Cafés exceeded all growth objectives, achieving +113% revenue growth (vs. 38% goal), +134% order growth (vs. 45% goal), and +43.4% new-to-brand buyer growth (vs. 25% goal).¹ In total, 76,106 new buyers converted through the full-funnel system.² The conversion rate held at 4.41%, confirming growth came from genuine new demand rather than diluted quality.³

Share of voice grew +118% while the overall category grew only +26.57% – meaning Delta grew 4.4X faster than the category.⁴ During machine activation periods, sessions grew +355%, with a 10X multiplier for Delta Q.⁵ AMC path analysis confirmed new sessions predominantly originated from users who first encountered Delta through generic search or upper-funnel video – validating genuine new demand generation. Audience overlap analysis showed that a significant portion of new-to-brand buyers had previously purchased from established category leaders, confirming brand switching driven by the full-funnel approach.

This success demonstrates that a heritage brand with a fraction of the budget can outgrow an entire category – growing 4.4X faster than established leaders – when decisions are guided by AMC insights and deployed across a connected full-funnel system.

“This success is a recognition of our vision and commitment. A strategic approach to Amazon, with one clear purpose: bringing Delta Cafés to more coffee lovers. Together with our partners, we combine business vision, data, and performance to drive sustainable growth,” said Dr. Rui Miguel Nabeiro, CEO of Grupo Nabeiro-Delta Cafés.

Sources

^1–5 Delta Cafés, Spain, 2025.