Food and Beverage
During the COVID-19 outbreak, JP Imports’s wholesale operation towards restaurants and hotels was severely impacted. The company approached us to help them pivot into the D2C market, leveraging an online delivery service that would make their products accessible to households across Malta and Gozo.
Penetrating the consumer market needed to be fast and large-scale, enabling the business to recuperate losses sustained during the lockdown, whilst diversifying the company’s operating model to yield more aggressive long-term growth in a post-pandemic economy.
Our course of action had to be rapid yet impactful. We launched La Boucherie as the company’s D2C wing, implementing a 3-fold approach to penetrate the market:
We designed, developed, and launched an immersive e-commerce experience. The platform offers users an extensive range of customisation, effectively bridging the gap between ordering online as against in a physical butcher store.
2. Full-Scale Digital Campaigns.
We launched end-to-end digital marketing campaigns across social and search, generating an unparalleled level of brand visibility for La Boucherie. Leveraging pixel technology, we configured multi-step retargeting funnels that ensured users were actively cross targeted across each platform.
3. Growth and Consolidation
La Boucherie’s rapid growth, fuelled through digital, enabled us to acquire substantial data sets relatively early in the brand’s lifespan. Leveraging this data, we adopted intelligent algorithm-driven media buying, which would tailor ad display on a per-person basis, according to the best converting ad sets within overall campaigns.
Creating Connected Experiences for Meat Lovers
Data showed that La Boucherie was attracting a strong following from meat-loving aficionados. This audience loves the story behind each cut of meat, and the art of preparing it. To engage these customers and maximise brand loyalty, we invested in several experiential initiatives, namely:
1. The Wagyu Experience.
A selection of Wagyu Beef from 3 different continents, accompanied with a detailed info pack, providing detailed information on Wagyu grading systems, each supplier’s background, and the differences between each cut included in the box.
2. Steak School.
An informational cooking series, carried out in partnership with a leading local chef. Each episode included a featured cut of beef, a recommended recipe, and detailed information on usage of that particular cut. This provided us with the opportunity to also build awareness for cuts which are not too well known in the Maltese market, such as Picanha.