How we grew Hunter’s Biltong’s brand, social media following, and sales revenue within six months

Hunter’s Biltong produces beef jerky and biltong snacks from sustainable, grass-fed beef, true to the brand’s proud South African heritage.

They were ambitious to claim more market share, but in a crowded marketthey were not getting enough share of attention or spend. They needed to stand out from the crowd with a brand that appealed to a broad range of biltong consumers, but that was visually consistent and remained true to the essence of the business.

Theyapproached Nutcracker to help them:

Build a pipeline of new stockists
Reach new consumers and build loyalty through social media
Sell more through their Amazon store and their own ecommerce website

Here’s how we transformed their results in just six months.

Our approach

This three-part goal needed multiple channels, aligned with a single overarching strategy and powerful brand:

Digital marketing that put the product in front of the right buyers
Social campaigns that told a story that targets would identify with
Design that communicated the quality, heritage, and identity of the brand

We started by assessing the target markets for Hunter’s products, which included fitness enthusiasts, those with ‘carnivore’ diets, outdoors people, and those of South African heritage.

Then, we built campaign pillars to reach those markets.

Creating a powerful visual identity for Hunter’s Biltong

Hunter’s needed to appeal to a variety of lifestyles and demographics.The brand had to communicatefamily, adventure, companionship, and flavour. We created strong visuals which could be equally suitable and appealing to different audiences, which captured both the ruggedness of the outdoor life and the warmth of time with loved ones.

Brand-building through storytelling on social media

The social media strategy was to reach the fitness and outdoor activity community, as well as stockists who wanted to target that segment. We used the new brand visuals to tell stories about family adventures, big trips with friends, and fitness journeys. Those stories were exciting and aspirational,designed to evoke an emotional response and position Hunter’s Biltong as the snack of choice for those lifestyles.

Campaigns like ‘#ShareTheFlavour’ and ‘#ForYourEverydayAdventure’ targeted all ages and demographics, and includedorganic and paid social to maximised reach and new orders.

Across a 4-month period:

300 new followers
5,762 engagements (113% increase)
2,634 total post clicks (1,733% increase)
420,367 total impressions (122% increase)

Digital marketing to drive orders

To drive new consumer orders,we ran digital adverts on Google and Meta, using the new look and feel to create high-impact and arresting visuals.

Across a total 6-month period across Google ads and Meta ads, we delivered:

293% total ROAS
2,900 total orders from digital ads
£34.8k total revenue from digital ads

How to build your brand’s momentum and grow your market share

If you have ambitious growth plans, claiming the market share that you deserve requires a joined-up strategy to combine brand-building, community nurturing, and lead- and order-generating digital campaigns.

Nutcracker Digital starts with your commercial goals and works backwards, finding out where you need to be and the best way to get you there. Our approach to digital underpins everything, to maximise your results at every step on your customer’s journey.

Start with an audit, competitor evaluation, and audience analysis, and begin planning your digital marketing outreach.

Email our CEO at jenny.knighting@nutcrackeragency.com to discuss your business goals, and to see if we’re the partner to transform your digital marketing.