Steph de Sousa · Food creator

From 3 million followers to a business that converts.

Steph de Sousa, of Easy Recipe Gang and What's for Dinner, is one of Australia's most-loved food creators. Millions of followers, a bestselling cookbook, an SBS show. Enormous reach. The business she owns was not keeping up.

The brief

Famous, but not converting.

What's for Dinner is a meal plan subscription for budget-conscious families. It answers the nightly question of what to cook, for someone who has already done all the thinking that day.

The audience was there in the millions. The problem was after the scroll: nowhere for that attention to go, and no easy first step.

An overloaded website doing everything at once, with no clear path to convert.
An email list not growing in step with the organic reach.
1,500 new Facebook followers a day, none of them funnelled into owned channels.
No low-barrier way for a new follower to try the product before subscribing.

What we did

The work

Strategy

The real audience

Written for the exhausted default parent carrying the mental load of feeding a family on a budget. Not for everyone.

Foundations

Three sites, not one

Three focused websites, one per stage of the customer journey, instead of one site doing everything.
A Free 5 Night Dinner Plan lead magnet. A genuine taste of the product that turns a follower into a subscriber.

Growth

Meta ads

A paid Meta campaign, launched 11 February 2026, pointed the existing audience at the lead magnet, for cents.

What happened

Thousands of leads, for a fraction of the usual cost.

25xthe landing page trafficUp 2,431%
84%cheaper to get each leadAgainst the industry's low end
4,307leads from the ads, in 44 days
2.3xthe industry's email open rate57.97%, against about 25%
53,013email subscribers
< $1,500total ad spend

All told, the free dinner plan took 7,934 sign-ups from 61,100 visitors, the leads from the ads included, building a 53,013-strong owned list that opens more than half of everything we send.