Fareway Meat Market
Launching the DTC e-commerce arm of a beloved heartland grocer.
Fareway is known throughout the upper Midwest as a reputable hometown grocer that focuses on its meat counter and down-home values — baggers bring your groceries out to your car and all stores are closed on Sundays. Fareway decided to leverage its strong meat-centric brand and loyal Midwestern following to enter the DTC e-commerce meat delivery market that Omaha Steaks has dominated for decades. Fareway’s foray into this market is Fareway Meat Market Online, a name adopted to distinguish the e-commerce brand from new, standalone meat market locations. Social media marketing, both paid and organic, was a crucial component in the brand’s early launch and strong sales results via social traffic, especially during the holiday season.
Overall, Fareway wanted to get meat-lovers with ties to the Fareway brand who shop for gifts online to consider Fareway Meat Market Online instead of Omaha Steaks, ButcherBox, Harry & David and other traditional edible, mail-order gifts. Holiday gifting, especially with Midwestern “snow birds” who winter in Arizona, Florida and elsewhere, was a major focus. Our holiday campaign included a Black Friday sale and a collaborative digital giveaway contest with Collin Street Bakery of Texas.
