Sadler’s Holiday
DTC Campaign

Led a holiday DTC launch campaign that enabled Sadler’s Smokehouse to sell nationwide for the first time, driving a ~200% surge in daily sales and a complete product sellout ahead of schedule.

Key Impact

~200% increase in daily sales during the peak campaign push.
Complete inventory sellout achieved ahead of schedule.
First nationwide DTC launch for Sadler’s Smokehouse.
Real-time media optimization aligned campaign spend with inventory availability and sales velocity.

Role: Lead DTC Campaign Strategist & Program Operations
Agency: Zooka Creative
Client: Sadler’s Smokehouse / Hormel Foods
Channels: Web Landing Pages, Paid Social, Paid Search, Email Marketing

Project Overview

Shifting consumer behavior created an opportunity for Sadler’s Smokehouse to expand beyond regional distribution and launch a nationwide direct-to-consumer (DTC) sales channel for its holiday smoked turkeys. The campaign required a rapid, conversion-focused strategy during a limited seasonal purchase window.

The strategy focused on building a streamlined e-commerce journey, developing conversion-focused landing pages, targeting high-intent shoppers, and continuously adjusting media investment based on sales and inventory performance.

Contributions

DTC Launch & Campaign Strategy
- Developed the nationwide DTC launch strategy, customer journey, and compressed campaign timeline for the holiday selling period.
- Developed targeted messaging frameworks designed to drive high-intent shoppers to custom e-commerce landing pages.
Digital Campaign Execution & Conversion Optimization
- Coordinated the development and deployment of conversion-focused landing page copy, product positioning, and visual assets.
- Managed multi-channel ad copy across paid social and paid search, testing messaging variations to improve campaign efficiency.
Performance Optimization & Supply Coordination
- Monitored daily conversion rates and sales volume, adjusting media allocation based on campaign performance and inventory velocity.
- Collaborated with client supply chain and operations teams to align demand with fulfillment capacity and manage an early campaign wrap following the complete inventory sellout.