Who
Mocatta Beef Box
Where
South East Queensland
What
Based in south east Queensland, Mocatta Creek Beef (LNR Cattle) breed commercial Speckle Park Angus X cattle on their family owned beef property.
Specifications
Beef Box by Mocatta Creek Beef is the ecommerce expansion of their existing business into new sources of revenue. CoBright supported the launch through designing an online ‘butchershop’, promoting this premium quality brand and product to a new demographic of customers.
The Challenge
Mocatta Beef came to CoBright with a high-end beef product to launch into a competitive market – south east Queensland beef consumers. CoBright was tasked with nurturing the brand of this boxed beef concept to the point of business launch.
Our digital marketing team investigated the highest ranked search terms associated with a boxed beef online product, which led to the creation of the ‘Beef Box’ by Mocatta Creek Beef. Together, we set out to develop a standout e-commerce store to help position the product as a premium offering.
We helped the Mocatta team to create a distinctive brand, clearly positioning their product with an appealing digital presence showcasing what services and products were on offer. Furthermore, we assisted the business to develop an ecommerce strategy to navigate the ‘launch’ phase of their new product range.
The Solution
The challenge of this project was two-fold—CoBright needed to create a sturdy and appealing storefront for online customers to purchase the product. We also needed to guide a growing business in its new e-commerce operation with confidence and clarity.
With CoBright’s consultation, the Beef Box domain was purchased and the site was configured around this concept, with Shopify’s ‘local delivery feature’ implemented to define Mocatta’s customer base (Darling Downs, Gold Coast, and Brisbane).
We implemented a fixed pricing strategy for the product listings, removing the obstacle of a ‘price by quote’ purchasing system. We also optimised the site’s searchability with the addition of FAQs, educating customers about basic elements of the product such as delivery times, package size, storage conditions and more.
The Mocatta website further appeals to customers with a vivid insight into the background of their purchase. Professional imagery and video of the property, beef, and the plated product speak to the ‘luxury’ element of food. Paired with standout product descriptions (detailing specific cuts and eating quality), customers can almost taste the quality they’re offered by Mocatta’s product range.
The Outcome
From the outset, CoBright helped Mocatta Creek shape their new business by selecting a searchable, on-brand name—the Beef Box. This research-backed decision ensures that customers can easily find and understand the brand and their product offering.
By incorporating custom content with the story of Mocatta Beef, the site tells the story from paddock to plate. It illustrates the range of options customers can choose from, all of which are a cut above what they can find in their local chain of supermarkets.
Our content team worked with Mocatta Creek Beef to tell the story of their cattle, land, and the superior eating quality of their Angus X Speckle Park beef. This positioning enables customers to understand the value of this product when compared to the average supermarket cut.
Our knowledge of marketing strategy, alongside a customised Shopify build, has prepared Mocatta for a solid launch into e-commerce. By the time the site was launched, the business was fully prepared to commence sales and delivery of its premium selection of beef cuts.
This e-commerce build and business consultation has equipped Mocatta Creek with a solid digital asset to support their exceptional offering, helping them to stand out from the competition with an authentic, visually appealing design.
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