Brand Refresh

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BEEF. IT'S WHAT'S FOR DINNER.

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 systematic design system, compelling content, and a new relatable voice we were able to win our audience back and create a new perspective for a more modern consumer.

Role

Creative Director

Executive Creative Directors

Matt Marcus
AJ Hassan

Design Directors

Mike Wilgus
Jessica Bergstresser
Monina Velarde

Writers

Tina Morgan
Jack Dess
Justin Lake

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