Scratch's Mike Halligan on Why He Was Wrong About Meta: How He Built a Smarter Growth Engine | #607

Five years ago, Mike Halligan joined Add To Cart from a hotel room during COVID lockdown, sharing how Scratch was disrupting the dog food category with a simple but powerful idea: healthier food, delivered on subscription, built on trust rather than tactics.Fast forward to today, and Scratch is still grounded in that same philosophy. But behind the scenes, the business has evolved significantly.Today, we're discussing:Why Scratch remains subscription-only despite the pressure to drive one-off salesWhat happened when Scratch tried to build a dog-owner community and real-world activationsThe moment Mike finally admitted defeat and embraced Meta adsThe AI workflow Mike built using Claude to analyse reviews and generate ad conceptsWhy Scratch focuses purely on new customer acquisition on MetaHow AI now helps Mike build internal tools without hiring developersWhy the next year at Scratch is about calming the chaos and executing betterConnect with MikeExplore ScratchSubscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community