Brand Strategy: BBQ Bodega Revamp
Reducing consumer friction through strong brand presence
Role
Creative Uplift + Social Strategy
Industry
eCommerce
Duration
Jul 2026
Pillar, the founder, is a vetted private chef with years in the industry. Her talent and passion pushed her to grow outside of her daily routine to sell spices and sauces. BBQ Bodega is the eCommerce brand that is a result of her ambition.
Passion
Our goal is always to stand out and speak directly to the target audience. Personified, these people don't just care about cooking, they care about having a good time with good friends. At its core this product is about bringing people together to enjoy something. Twoform's job is to find that direct line to those exact people. Thus, converting not through logic but empathy.
Divide and Conquer
Our job at Twoform is to present her brand with the justice it deserves. We believe in not only her talents but her character which makes our job easy as we're well equipped to signal both.
So while she focuses on the product and the experience, we focus on communicating it in ways to maximize ROI. Strategize the content to signal 2 things:
1. Why she matters to you and what she offers (find demographic)
2. Why you deserve her premium product (convert demographic)
With every post, we either build trust with the brand or maximize outreach.
Our Process
We first run an audit of where things stand.
What does she currently have posted
What is working and how can we make it better?
How can we reduce friction and steal attention?
Where is the red tape?
Where is the bottleneck?
We established that she needed a firmer voice and high quality posts while still maintaining the strong presence of her character. Just as importantly, we have to make it fun. If it isn't fun for us, it won't be for the demographic and so our strategy going into all this was edutainment. Educate what is possible with the product and why it's easy to trust it while still making it entertaining enough to stop scrollers.
