They asked for Meta Ads. We asked why.

Backyard Pit Rubs is a family business in Norfolk that hand-blends BBQ rubs and seasonings, sold through its own online shop, through retailers and at markets and events.

At the start of the year, they came to Pollard Media asking for Meta Ads. Before quoting for anything, we asked the questions that decide whether ads will pay: why Meta Ads, who the rubs are for, what makes them different, and what the business needed to happen next.

The answers pointed to the foundations first.

Strategy and positioning

We started by reviewing the marketing strategy and positioning: who Backyard sells to, where those customers buy, and what the brand needs to say to them.

One-to-one consultancy

Alongside the review, we gave the director one-to-one consultancy, working through the decisions together rather than handing over a document.

Photography

With the direction set, we updated the product photography, giving the rubs new images to sell with.

The Shopify store

We refreshed the Shopify theme in line with the branding at the time, so the online shop matched the brand as it then stood.

A new brand identity

As the positioning sharpened, the brand itself needed to catch up. We went on to develop a new identity in line with that positioning: a hand-drawn logo, a mascot, guidelines and one label system for the whole range. See the brand case study.

Backyard Pit Rubs asked for ads and got the groundwork first: a reviewed strategy and positioning, consultancy for the director, new photography, a refreshed Shopify store and a brand identity built on where the business is going.