Background
A brand with one of the most iconic taglines in American food culture. The brief wasn't to mess with that legacy, it was to build a modern campaign around it. We built a new brand platform grounded in the idea that beef can do it all.
We created four strategic pillars for the campaign:
TASTE: Flavor that never asks you to compromise.
TRUST: Real people, real practices, quality you can count on.
EASE: It fits into real life without a fuss.
WELLBEING: Nutritious meals that are actually delicious.
Four spots. Two shoot days.
19 beef dishes.
The campaign gave a beloved legacy brand a strategic backbone it didn't have before; one flexible enough to scale nationally, adapt locally, and actually hold together over time. Teams across national and state partners finally had a shared center of gravity.
The tagline stayed. The story got a whole lot bigger.
My role
Creative Director
Copywriter
Collaborators
ECD - April Steinbach
Art Director - Kevin Bush
Directors - Andy Mahr + Ashton Rodgers