When the COVID-19 pandemic forced restaurants to close, Pure Bred had to shift from exclusively supplying restaurants to direct-to-consumer sales. With no existing online ordering system, this six-week campaign was essential in adapting to the crisis and launching Pure Bred as a B2C brand. The clean, user-friendly website, engaging artwork, and weekly IG Live cooking classes all contributed to the campaign's success. Featuring premium ingredients and recipes from top chefs, the campaign not only provided a new sales channel but also supported various restaurant relief funds
Pure Bred Provision's landing page.
Chef Keller's Provision Pack available for order versus unreleased products.
Product window showing Chef Keller's Provision Pack.
Pop-ups were incorporated into the design to quickly deliver information and minimize the need for loading new screens.
Instagram Stories and Highlights were utilized to share content and build excitement during each release week. Customers who purchased a chef's Provision Pack were encouraged to join their IG Live and cook together during quarantine.
The Provision Pack includes specialty farm products curated by the chefs, each accompanied by a recipe created exclusively for the pack.
Customers who purchased the Lunch, Family, and Ice Packs received Pure Bred lamb only. The Premium upgrade offered the finest selection of Pure Bred's cuts.
