Boston • New York • Detroit
Boston • New York • Detroit
Owned by German Master Butcher Uli Lengenberg, Uli’s Famous Sausage opened in Seattle’s Pike Place Market in 2000. With more than forty years of sausage production behind him, Uli’s goal was to bring elite artisan styles — techniques and recipes learned from a lifetime of travel and training — to the US market.
The business served two very different buyers: consumers through direct sales, and wholesalers including grocery chains, restaurants, and industrial catering. In 2023, Uli closed the Pike Place Market location. A storefront that had carried the brand for over twenty years was gone, and there was no online presence strong enough to replace it.
Redesigned the site to be more user-friendly and visually appealing, then implemented e-commerce for direct online sales. Added in-store and factory pickup options so local customers who had lost the Market location still had somewhere to go.
Launched a targeted social campaign built on recipes using Uli’s sausages, encouraging consumers and chefs to share their own. Influencer partnerships broadened reach and lent credibility. The user-generated recipes turned out to be the strongest driver of organic engagement.
Built an email campaign targeting wholesalers and distributors, leading with the quality and versatility of the product line. Created promotional materials and presentations for trade shows and distributor meetings, so the sales conversation had something behind it.
User-generated content, particularly the shared recipes, drove engagement and organic reach well beyond what paid effort alone produced. On the wholesale side, Uli’s secured new partnerships with several regional grocery chains and restaurants, alongside a notable increase in bulk orders from industrial catering clients.
The business moved from a single physical location to a national online presence without losing what made it worth buying. Same recipes, same master butcher, wider room.
Transitioning from our beloved Pike Place Market location to an online-focused business was a daunting task. However, Randall’s strategy and execution exceeded our expectations. The new website is phenomenal, and our social media presence has never been stronger. Our wholesale partners are also thrilled with the new promotional materials, leading to an uptick in orders.
Thirty minutes. Bring the business. Leave with the one thing worth building everything else around.
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