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Beef Checkoff Rebrand

Heritage Made Modern

 

When we became the AOR for the National Cattlemen’s Beef Association, the brand was synonymous with cowboys, a big honkin’ piece of steak and the tagline “It’s what’s for dinner.” The Marlboro country style was irrelevant to the millennial parent generation they were targeting, so we had to think of a way to bring back their mojo. Through the creation of a new campaign, compelling content, a systematic design system, and a new relatable voice we were able to win our audience back and then some. That’s how Beef got it’s groove back.

Creative Director

 

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