How Masa Chips scaled from cult favorite to breakout CPG star

The Snack That Broke the Internet: A Growth Story

There’s a reason why you can’t scroll Instagram or TikTok without seeing someone talk about seed oils — and one brand has been at the center of that conversation.

We started working with this snack brand in November 2024, and what’s happened since has been one of the most rewarding (and viral) success stories we’ve helped build.

Here’s the playbook behind the growth:

Fixing the foundation first.
When we got access to the ad account, it wasn’t a disaster — but it was underperforming. The structure was outdated, tracking was messy, and a backlog of content had gone unused. Within the first week, we restructured the account, cleaned up attribution settings, and implemented CAPI to send stronger data signals back to Meta.

Creative was our wedge.
We set a pace of testing new assets every 3 days — combining static, UGC, and TikTok-style content. From podcast clips on seed oils to unscripted reactions and bold product shots, we built assets that matched the brand’s momentum and community voice.

Scaling without burning out.
We scaled spend by 4x in under 30 days — and held performance. CAC stayed under $85. nROAS stayed above 1.05x. This wasn’t about dumping more budget into Meta. It was structured scaling tied to performance data and rapid creative iteration.

Offer testing and cohort analysis.
We’ve now tested 50+ offers, using ad creatives and landing pages built to stress-test what actually moves the needle. But testing is only half the job — the key is what happens after acquisition. We analyze each cohort by offer and creative path to understand not just CAC, but how strong the customers actually are.

Masa’s strength? High LTV, short payback periods, and strong retention. That unlocks the ability to acquire more aggressively — because we’re not just buying customers, we’re buying profitable growth.

Opening new growth channels.
We’ve also launched top-of-funnel channels like CTV, helping the brand expand beyond Meta while keeping performance at the core. These new surfaces are helping build brand equity and drive new eyeballs without sacrificing measurable ROI.

The TL;DR: This brand already had something special. A clear POV. A loyal community. A differentiated product.

What they needed was a partner who could move fast, make sense of the data, and execute across creative, paid, analytics, and strategy in sync.

That’s where Pixel Theory came in.

We’re not media buyers. We’re not a creative studio. We’re a growth partner — and helping brands like this hit escape velocity is exactly what we do best.