About The Client:

Meet Newton Southern Comfort Food, a food brand that’s known for its infamous D*mn Good Sassy Sauce and All Purpose Seasoning. The owners, Kletra and Marc Newton pride themselves on operating a community-forward brand stationing their products at farmer’s markets throughout Texas. Their products were created for the “foodie” — The person who loves trying new restaurants, and values quality cuisine. Their target market has an on-the-go lifestyle and spends more time at happy hour or at a local restaurant than in the kitchen.

The Work:

For Newton, I served as a creative director, content strategist, social media manager, and co-director. When we asked Kletra Newton who she considered as competition, she replied “What competition? Our products are in a lane of its own.” She explained that her husband created a sauce that was different from a traditional hot sauce- it was healthier and contained a flavor that could practically pair with anything. We wanted to ensure their content communicated that well.

While it’s easy to take a thousand photos of their hot sauce, I decided to take another approach that would take their online presence to the next level. Content that’s not only high quality but that members of the community can see and relate to. This production day served as an overall branding session, creating content that the client can use to showcase how multi-purposed their products are and capture their additional products (t-shirts). Production was held at HG Spply Co., a local restaurant in Dallas, TX. To showcase the community, every model used was a loyal customer of the Newton brand. What better way to showcase community than by utilizing the very members who already value & love the brand? My work included:

• A Social Media & Website Audit was done before strategizing & content planning.

• Create a social media strategy and supporting content that represents the brand for social media posts, and website.

• Directed content for their holiday campaign

• Worked with photographers/videographers to create photo & video content for social media that’ll maintain a posting frequency of 5-6x a week for a minimum of 4 months

• Taught & prepared clients on how to manage, and operate social media accounts once the contract term ended. (Scheduling, Content Planning, Copywriting, etc.)
  

The Results:

• An 80% increase in content distribution, achieved through consistent posting and high-quality content creation.

• A remarkable 70% increase in website traffic, driven by targeted social media and email marketing campaigns.

• Substantial growth in overall product sales, attributed to website optimization and enhanced functionality, resulting in increased conversions and revenue.

CREDITS:

Client: Newtons Southern Comfort Food [ @Newtonsouthern ]

Photographer: Charles Preston [ @Charlespreston_ ]

Production Manager + Director: Joshua Farris [ @PharrisPlus }