La Boucherie
Client overview
Owned by JP Imports (Food Division) Ltd – Malta’s leading importer within the fine meats market – La Boucherie was this company’s subsidiary, formed to penetrate the D2C market. Within its first 6 months of operation, we cemented La Boucherie as Malta’s leader in retail of meat and related products.
The challenge
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.
The solution
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:
E-commerce
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.
Omni-channel 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 a raneg of ad-tech technology, we configured multi-step retargeting funnels that ensured users were actively cross targeted across each platform.
Omni-channel 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 a raneg of ad-tech technology, we configured multi-step retargeting funnels that ensured users were actively cross targeted across each platform.
End-to-end consistency across La Boucherie's messaging enabled clear brand differentiation and growth maximisation.
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.
Steak school
An informational cooking series, carried out in partnership with a leading 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, whilst communicating the unparalleled range of world meats available at La Boucherie.
The wagyu experience by La Boucherie
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. This integrated experience providing a refined experience to meat lovers, whilst further solidifying consumer perception towards La Boucherie as the leading destination for premium cuts.
The outcome
100M+
Impressions generated
375K+
Unique people reached
270K+
Website visits generated