Jerky In A Box · Consumer Goods
About Jerky In A Box
Founded in 1949, Drake Meats — producers of Jerky In A Box — has been owned and operated by the Ediger family for over 70 years. Their mission is "to bring people together around good food" and their aim is to become a household brand, enjoyed by Canadians.
Based in Drake, Saskatchewan, they are the proud producers of premium craft meats — from sausages and wieners to burgers, bites, bacon, jerky and more. Crafted by hand in small batches using 100 percent local Canadian beef, family marinade recipes and signature hardwood smoke.
Based on Blue Meta's proven success launching a winning Black Friday Direct-To-Consumer sales campaign the previous year, we upped the ante by prioritizing owned media channels for the next year's campaign.
The main challenge was iOS signal loss with Apple's new security restrictions around third-party tracking. Since Facebook had been a large piece of the previous year's Black Friday campaign, the team was aware this may significantly impact results. We started planning Black Friday in June 2021 to ensure all initiatives were implemented well in time to gather data ahead of the sale.
The marketing and digital teams mapped out a comprehensive, multi-channel digital marketing strategy focused on customer acquisition and brand loyalty. We implemented stronger email marketing initiatives and introduced SMS sign ups on the website to increase first-party data. A teaser social ad campaign encouraged users to sign up for the newsletter with early access and limited quantities — creating urgency to be on the list.