Blackwater Pastures Bulk Beef CampaignA direct-to-consumer campaign that made buying beef in bulk as simple as ordering a single cut — turning one-time buyers into high-value, repeat customers.
From single cuts to a full share.
Problem
Blackwater Pastures wanted to sell beef in bulk directly to customers. The buying process needed to be simple, the value clear, and the trust earned — without an existing framework to build from.
Goals
- 1. Make reserving a Beef Share as intuitive as ordering a single cut.
- 2. Build awareness and educate customers on the benefits of buying beef in bulk.
- 3. Convert single-cut buyers into bulk purchasers to increase profit margin.
Built across four platforms.
Tools & systems
Post-launch friction
Shopify's native setup didn't allow limiting reservations to pick-up and local delivery customers only — the owner wasn't ready for shipping when the campaign launched.
Post-launch checkout issues emerged when testing the removal of the shipping option, causing unexpected friction for buyers.
Shares sold. Systems built. Demand made plannable.
- Sold multiple shares in the first week of launch.
- Created a beef guide as a free resource helping customers understand how and when to use each cut.
- Delivered a multi-channel campaign spanning landing pages, email flows, and social content to engage, educate, and convert customers.
- Helped the owner plan herd inventory around confirmed buyers instead of guessing.
What it delivered
A full-funnel campaign that moved customers through awareness, education, and purchase — while giving the business a repeatable system for future bulk beef promotions.
What Blackwater Pastures had to say.
“Chris has been instrumental in helping Blackwater Pastures refine our webstore, strengthen our online marketing, and shape our overall strategy. His expertise and guidance have streamlined our digital presence while consistently exceeding our expectations. We highly recommend Chris to any business looking to improve their online strategy and results.”
— Matt Woolley, Blackwater Pastures
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