ABOUT THE PROJECT – Kings Meat Company was a full cycle meat production company. For the first few years, it gained trust of five stars hotels and the biggest retailer chains of Moscow. The company was split in two independent organisations (mono production of jerky and submerge with another meat company for production of meat delicatessen).
For the last two years before the split we were responsible for:
Planning, budgeting, implementation – production (from raw materials till finished goods)
Finance management and control, P&L management, managing working capital
Sales strategy: managing commercial organisation, working with main customers (KA)
Marketing strategy: NPD pipeline, decision making on working out the new lines of products; SoMe/Digital activities
Team management
Main achievements:
Brought the company to the breakeven point
Launched new product from scratch till breakeven
Led company through crises period, prepared the company to the splitting into two independent organisations
Client –Kings Meat Company
WHAT WAS DONE –marketing and sales management
launch of new product
website
packaging design
photo production
SoMe marketing
Package design
for new product
The main goal for the package which the owner set for us was to emphasise the American origins and the original American recipe. It must be a modern vivid design appealing to youngsters and active people in premium segment. We proposed several concepts and ended with a minimal design which stands out on the shelf.
First drafts
First drafts
Final result / Original flavour
Final result / Pepper flavour
“Our jerky is like a legendary meeting of Clint Eastwood and James Bond, an audacious taste and the rigour of the authentic recipe.”
— Joel Babb, founder of KINGS MEAT JERKYPhoto Production
We created situations of consumption and also the production process. The photos were made for the website. But we also used them for SoMe and digital advertising. The main idea was to show the unique curves of this inimitable hand-made premium jerky.
Website / Online sales
As jerky, the new product, became more and more popular, we decided to test online sales. We were aiming to fulfil requests of bar owners, who regularly ordered jerky, and we were exploring the behaviour of the final customer, if people were ready to buy snacks online or not. To avoid spending big budgets on testing our theories, we searched for a fast and cheap but still elegant solution. As a result we built the website on Tilda, it has minimal but appealing design and easy to follow navigation.
