// CONTENT STRATEGY, RECIPE DEVELOPMENT & DIGITAL GROWTH

THE LUCKY PIG

The Lucky Pig is an award-winning butcher and smokehouse in Bentleigh, Melbourne, built around quality meat, proper craftsmanship and food that people genuinely want to cook and eat.

Owner and butcher Luke Iles founded the business on a simple idea: great meat should lead to great food. Everything at The Lucky Pig, from the house-made sausages and small goods to the in-store experience and online shop, is built around that belief. Fresh cuts prepared in store, recipe-driven advice for home cooks, award recognition from Melbourne Royal and international charcuterie competitions. The standard is obvious from the first bite.

The Lucky Pig had the product, the personality and the reputation. What they needed was a content system to match, one that could turn a great butcher into a destination brand that people follow, cook from and come back to.

That's where we came in.

Every month we develop and produce eight recipes exclusively for The Lucky Pig, each built into a complete content system:

  • Step-by-step cooking video

  • Professionally styled photography of the finished dish and cooking process

  • Flat lays of the meat and ingredients for each dish

  • Complete written recipe and ingredient list

Here’s how the content we produce works across every platform & the results:

  • Eight recipe-led videos developed each month, ready to post. The professional imagery produced alongside each recipe also allows for additional posts throughout the month.

    Heres how a mix of in-store, direct-to-camera and recipe-based content has driven results:

    • 108K views in the last 90 days

    • 61.7% of views from non-followers

    • Reels account for 57.4% of all content views

    • Top post reached 12K views

    • In-store and direct content drives the strongest engagement, supported by the recipe content

  • The same recipe-led reels produced each month are also published as YouTube Shorts, growing the channel's reach without any additional production.

    • 14.7K views in the last 28 days (4.4K more than usual)

    • 4.6K monthly audience

    • 98.2% new viewers

    • Subscribers up 36% on the previous period

    • Core audience aged 25 to 34, with 51% of views from Australia

  • The recipes developed each month don't just live on socials - they're published on the website too along with the step by step recipe + imagery provided, giving the site fresh, aesthetic and searchable content that keeps driving traffic long after they're posted.

    • 77,113 total page views, up 261.64%

    • 17.3K active users, up 301.93%

    • 17.4K new users, up 304.59%

    • 21,593 sessions, up 286.35%

    • Organic search up 200%, direct traffic up 864%

  • Email subscribers get first access to new recipes each month before they go public, giving the list a genuine reason to stay engaged.

    • Email-driven sessions up 1,245% on the previous period

    • Now one of the strongest channels driving traffic to the website