Projects Lujo Gourmet
The finest ham in the world, with a brand to match.
Lujo Gourmet is the official importer and distributor of Cinco Jotas in Argentina. We have worked with them since Brova was founded: their online store, campaigns, social media, events and graphic design.
- Client
- Lujo Gourmet (formerly 5J Argentina)
- Industry
- Imported fine foods
- What we did
- WooCommerce store, Meta Ads, social media, events, video and graphic design
The context
Lujo Gourmet is the official importer and distributor of Cinco Jotas acorn-fed Iberian ham in Argentina. Formerly known as 5J Argentina, under its new name it also offers other fine foods: Urbani truffles, Petrossian caviar and foie gras, as well as corporate gifts, events and a ham-carving academy.
It is one of our first clients. We have worked together since Brova was founded in 2022, and the relationship has grown from the website to campaigns, social media, events and design.
The challenge
Selling a luxury product online that has no fixed price. A leg of ham is sold by the kilo and every piece weighs something different. That meant solving three things.
- Price per kilo. Customers need to see the price per kilo and know what they will pay for the piece they choose.
- Dollars and pesos. Prices are set in US dollars, but customers pay in Argentine pesos.
- A brand that matches the product. The store, the campaigns and the graphic materials had to convey the same quality as the ham.
How do you support, year after year, a distributor of luxury brands from around the world while giving each one its own place?
The decisions
Three decisions shaped the work.
The kilo as the reference
The catalogue shows only the price per kilo. The total appears on the product page, once the customer chooses the weight of their piece.
The dollar as the base
Prices are entered in dollars at the Banco Nación exchange rate. The cart converts them to pesos.
One team for everything
The store, the campaigns, the social media and the graphic materials all come from the same team, with the same judgement.
The price, per kilo.
In the acorn-fed ham store, the leg and the shoulder show the price per kilo in dollars and pesos.
What we did, from the store to the events.
Choose the weight, see the total
On the leg’s product page, customers choose the weight of the piece they want. The price updates to the total for that piece.
The catalogue thus shows a price that can be compared across products, and the product page shows what is actually paid.
In pesos, with Mercado Pago
The cart converts the total to pesos. The customer builds the order, submits it and pays through Mercado Pago, using the order number as the reference.
The exchange rate is Banco Nación’s and updates automatically, without anyone editing prices by hand.
- WordPress
- WooCommerce
- Mercado Pago
Designed for mobile
On mobile, the store opens with the ham’s key attributes and links to each product: leg, shoulder, bar, blister pack, accessories and history.
The price per kilo, in dollars and pesos, can be read in full below each product.
Events, on video too
We cover the brand’s events and edit the videos for its social media. One of them was the Fiesta de la Hispanidad at the Spanish Embassy, where Cinco Jotas was present with its ham.
The store also presents the events and the ham-carving academy.
Meta campaigns for every key date
We run the Meta Ads campaigns on Instagram, Facebook and WhatsApp Business. They return every year on the dates that sell the most: Father’s Day, Mother’s Day, Friendship Day, Christmas and New Year.
- Meta
- Father’s Day
- Mother’s Day
- Friendship Day
- Christmas
- New Year
Graphic design for every campaign
We design the flyers and stories for each date, the store banners, the letterheads and the materials for events and social media.
For Father’s Day, for example, we put together five promotions with different gifts, from a leg of ham with a knife and plate to blister packs of truffle products.
A capsule with Universo Vigil
We also collaborated with Universo Vigil on a holiday-season product capsule: six bottles of Gran Enemigo Gualtallary 2019 in a wooden case, together with a leg of Cinco Jotas acorn-fed ham.
The capsule had its own landing page, bringing together the story of the wine, the story of the ham and the order form.
Results
What we learned
- Every brand has its own language. Cinco Jotas, Petrossian and Urbani share the same store and the same campaigns, but each is presented with its own identity.
- Luxury shows in the details. From a letterhead to a Father’s Day flyer, every piece has to live up to the product.
- A long relationship builds context. Knowing the brand from the start means every campaign and every piece comes together faster.
