Building brand loyalty and a community for a niche brand

When The Charles Group began working with South Chicago Packing, the brand had little to no digital footprint in the consumer space. In less than three years, we grew South Chicago’s presence on Instagram from less than 500 to more than 15.2k followers passionate about cooking with Wagyu Beef Tallow. Community management, collaborating with micro-influencers, and leveraging UGC were critical to building credibility and a community for BBQers and grillers.

I led the team’s digital strategy and creative direction as we built the brand, working on anything from packaging design to performance marketing. This included the launch of the first non-aerosol wagyu beef tallow spray on the market in June 2023.