Sadler’s Holiday
DTC Campaign
A direct-to-consumer campaign launching nationwide sales and driving rapid sellout
Led a holiday DTC campaign that enabled Sadler’s to sell nationwide for the first time,
resulting in a near 200% surge in daily sales and a full sellout ahead of schedule.
Project overview
During the COVID-19 pandemic, shifting consumer behavior created an opportunity for Sadler’s Smokehouse to expand beyond local sales and launch a direct-to-consumer offering. The holiday season presented a short but critical window to introduce nationwide shipping for their smoked turkeys.
The campaign focused on building a scalable DTC strategy, supported by targeted messaging and conversion-driven landing pages designed to drive online purchases.
Results
~200% increase in daily sales at peak
Campaign sold out ahead of schedule
Successfully launched nationwide DTC sales for the first time
Role & contributions
Led DTC campaign strategy and execution within a compressed timeline
Developed content and messaging for conversion-focused landing pages
Conducted audience testing and optimized targeting for national reach
Monitored daily sales performance and adjusted campaign tactics in real time
Coordinated with production and operations teams to align demand with supply
Campaign highlights
Built dedicated landing pages to drive traffic and support purchase conversion
Launched a national campaign from a previously local-only offering
Adapted quickly to demand, requiring early campaign shutdown due to sellout
