Iberian Meat & E‑Commerce · Cárnicas Pozas · 2026
Turning a Heritage Iberian Brand into an E‑Commerce Engine
End‑to‑end partner across every part of a family Iberian‑meat producer’s marketing — brand and product consulting, web development and engineering, a rebuilt online store, content, videography and a reels engine, email and CRM, a loyalty programme, SEO and growth strategy. Online revenue grew roughly fourfold year over year.
Cárnicas Pozas is a family producer of Iberian ham and cured meats from Extremadura — real product, real heritage, and almost no online presence to show for it. We handled every single part of their marketing — brand and product consulting, web development and engineering, content and videography, social, email and CRM, loyalty, SEO and growth strategy — and rebuilt the whole thing as one connected system. The through‑line is that none of it was run in isolation — a reel, an email, a loyalty point and a product page all pull in the same direction, and the numbers compounded because of it.
Results
Online revenue, year over year
Sales growth, November YoY
First‑time buyers
Email sales / 30 days
Avg. email open rate
Keywords climbing in search
The Challenge
Great product, near‑invisible online
The quality on the cutting board was never the issue. The problem was everything around it: an online store built on a platform that could not keep up, a dated and inaccessible site that buried what mattered, and a brand identity that did not yet carry the heritage behind the product.
With barely any e‑commerce revenue, there was no single lever to pull — the brand, the storefront, the content and the retention all needed building at the same time, and they needed to work together rather than as a pile of disconnected tactics.
Our Approach
One connected system, not scattered services
We started with identity — exploring two directions before landing on the final Cárnicas Pozas brand — then rebuilt the storefront and migrated it onto Shopify when the previous platform could not meet a legal requirement. On top of that we ran a constant content engine: elegant feed posts, swipeable carousels, recomendación offers and a steady stream of reels, from employee‑led shorts to street interviews and trend pieces.
Underneath the creative sits the machinery that makes it pay: email marketing tied into their warehouse with Iberico traceability and seasonal campaigns, a “Bellotas” loyalty programme that rewards repeat spend, and an SEO foundation that keeps pulling in new demand. When an influencer with serious reach featured the brand — and it reached television — the whole system was already in place to capture the attention.
The Results
Growth that compounds, month after month
Online revenue grew roughly fourfold year over year — consistent growth rather than a one‑off spike — with November alone up 554% year over year, and 70% of recent buyers purchasing for the first time.
The retention layers carry their weight too: email drives roughly €7.8K of attributable sales every 30 days at a 30% open rate, the Bellotas loyalty programme filled up within 24 hours of launch, and 120 keywords are climbing in organic search — with a clear path to the top of page one still ahead.
What we did
The work, broken down.
Brand & identity
Two explored directions and a final visual identity — logo system, Oliva/Azafrán/Encina palette, botanical illustrations and packaging — that finally looks as good as the product tastes.
Product & growth consulting
Hands‑on advice on the product range, positioning and pricing, plus the growth strategy that ties every channel into one plan rather than scattered tactics.
Store & platform migration
A rebuilt, accessible storefront — and a pragmatic migration to Shopify when the previous platform could not deliver the itemised VAT that Spanish law requires.
Development & engineering
The technical plumbing behind it all — custom storefront work and the warehouse‑to‑store integration that carries Iberico traceability through every order.
Content & reels engine
A constant stream of feed posts, swipeable carousels, recomendación offers, videography and reels — employee‑led shorts, recipes, street interviews, trends and polished brand films.
Email & CRM
Email marketing wired to their warehouse with Iberico traceability, plus seasonal campaigns (Christmas, Valentine’s) that each return real, attributable revenue.
Bellotas loyalty
A points programme — earn “bellotas” on every order, spend them on the next — that is free for the customer, low‑cost for the business, and adopted within a day of launch.
SEO foundation
Product‑led organic search work that already has 120 keywords climbing, with the next step a push from page‑one positions into the top ten.
Brand & Identity
A look as good as the product.
We started with identity. Two directions were explored — each with its own values and personality — before landing on the final Cárnicas Pozas brand: a logo system, an Oliva / Azafrán / Encina palette, botanical illustrations and packaging that carries the heritage behind every cut.
“Las Hurdes”
Direction 1Earthy and rooted — the green hills of Cáceres, history and countryside.
“Montemayor”
Direction 2Warmer and more premium — wheat fields, holm oaks and saffron accents.
The final identity
Warning signals
The old site was working against the product.
Before a single ad ran, the storefront itself was leaking trust and sales. We audited the inherited site against accessibility and conversion best practice and flagged the design failures holding it back — here is what we found.
- 1
Non‑priority info in the header
The top of the page led with details that did not help anyone buy.
- 2
Misaligned second header
A secondary header sat out of alignment, breaking the visual grid.
- 3
Over‑complex top menu
Too many navigation options competing at once — hard to scan, harder to choose.
- 4
Oversized gap on product cards
A cavernous space between the product image and the buy button slowed every purchase.
- 5
Missing margins and padding
Elements crowded the edges with no breathing room, making the page feel cramped.
- 6
Inconsistent banner text colours
Text colour on banners changed without logic, hurting legibility and trust.
- 7
Inconsistent product‑card design
Cards followed different rules, so the catalogue never felt like one coherent shop.
- 8
Hard‑to‑read Google reviews
Genuine 5‑star social proof was presented in a format almost no one could read.
- 9
Certificates clumped in the footer
Trust certificates were jammed together at the bottom instead of reassuring buyers.
After
A storefront that earns the sale.
We adapt
Two platforms, one promise kept.
Doing what the client needs sometimes means moving the whole store — twice. When a platform could not deliver a legal requirement, we did not argue with reality. We moved.
PrestaShop
InheritedThe store we inherited — dated, inaccessible and difficult to maintain. A starting point, not a home.
SquareUp
Rebuilt — then blockedWe rebuilt the store on SquareUp on the promise of itemised VAT, which Spanish law requires. When SquareUp cancelled that feature before launch, the platform was no longer viable.
Shopify
Final homeWe migrated everything to Shopify — fully featured, legally compliant and built to scale. Doing what the client actually needs, even when it means moving twice.
Brand & Product Films
Polished, when it counts.
Higher‑production films for the moments that carry the brand — the process, the people and the place.
Carousels
Built to be swiped.
Multi‑slide carousels that earn a second of attention with the cover, then keep it as you swipe — recipes, product education and “what’s in my basket” edits. Tap the arrows or swipe to flip through each one, just like in the feed.
Feed craft
Posts with real polish.
Between the reels and the offers, a steady stream of beautiful feed posts — considered photography, confident type and a consistent brand voice that makes the grid feel premium.
Recomendación
Offers that teach, then sell.
A recurring “recomendación” series spotlighting a single product a month — what it is, why it’s special, and a reason to try it now. Each one doubles as a newsletter sign‑up driver with a reward on the next order.
Reels & Video
A reel engine with range.
We design and produce a constant flow of short‑form video across the registers that matter — the people behind the counter, recipes and street interviews, and trend‑led pieces. Quality over volume: fewer posts, more interaction — all living in a feed that finally matches the brand.
The face of the shop
Real people, not stock footage
We made the team the face of the brand — the people behind the counter, explaining the product the way they would to a regular.
Recipes & street interviews
Taking it to the street
Recipe pieces and on‑the‑street interviews — can people tell an Iberian ham from a bellota paleta? — built for shares and comments.
Trends we rode
On the trend, on brand
When a format was having a moment, we adapted it to Cárnicas Pozas — seasonal hooks, sound trends and a wink to the audience.
Influencer
From our kitchen to national TV.
We ran the full influencer play — the contract, sending the free product, and guiding what to post. And these are not small accounts: the creators we partnered with are genuine celebrities across Extremadura and the surrounding region, with hundreds of thousands of followers and millions of likes between them — and the brand even made it onto television.
The reach behind it
Lolo Torosio
Instagram · 74K followers
Lolo Torosio
TikTok · 200K followers, 6.3M likes
ChicoGamerr
TikTok · 1.3M followers, 20.9M likes
Product
The catalogue, shot properly.
A clean, consistent product library — every cut photographed to the same standard so the store, the ads and the feed all pull from one premium set.
Email, CRM & Systems
Every email earns its send.
Email is wired into the warehouse — the store and the almacén talk to each other, with Iberico traceability flowing through — so campaigns reflect what’s actually in stock. On top of that we run seasonal pushes (Christmas, Valentine’s) and a near‑constant newsletter that, across ~60 campaigns, drives around €7.8K of attributable sales every 30 days at a 30% open rate.
Cochinillos y cabritos
≈ €2,600Drove a sharp lift in Christmas‑product sales.
Horarios festivos + productos
€4,000Holiday opening hours paired with hero products.
Señales del más allá
€2,800A playful “spiritual” concept — gods of meat, the stars — that landed.
Ofertas del mes
≈ €1,500Discounted products, on a dependable cadence.
Recomendaciones con alcohol
≈ €1,000Premium Iberico + wine — 36 wine orders attributed.
La receta incompleta
€765Sold the “missing” ingredients of a recipe we shared.
Birthday data‑capture
A “happy birthday” campaign that grows the database and loyalty at once — 72 birthdays collected and counting, feeding more personal, better‑timed offers.
Coupons that move stock
Targeted codes — like a fixed €5 over €100 — turned promotions into €2,274 of attributable sales, with free‑gift offers driving average‑order‑value lift.
Loyalty
Bellotas: points with flavour.
We built a loyalty programme around “bellotas” — acorns. Customers earn them on every order and spend them on the next. It’s free for the customer, low‑cost for the business, and it rewards exactly the behaviour that matters: coming back.
Earn on every order
Bellotas accrue automatically as customers shop.
Spend on the next
Points apply straight to the following purchase.
Free for the customer
No cost to join, no catch — just a reason to return.
Filled up in <24h
Customers thanked us and enrolled within a day of launch.
Social proof
An active community that keeps coming back.
Customers don’t just buy — they review, they return, and they say so. A steady wall of genuine five‑star ratings, alongside a growing social audience built on quality content rather than volume.
“Trato genial, reparto puntual y producto con muy buena pinta.”
“Envío súper rápido. El jamón está súper rico… recomiendo al 100%.”
“Increíble sabor, gran calidad a muy buen precio. Muy recomendable.”
“Lomo muy rico y sabroso. Perfecto para hacer un regalo.”
“Es la segunda vez que pido carrilleras, ya que me han gustado mucho.”
“Está espectacular. Muy rico, con mucho sabor, como siempre.”
1,869
IG followers
+77%
Engagement
220
Profile visits
7K
Monthly impressions
Services Used
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