OH, THERE’S THE BEEF.

As one of the highest-end brands of beef in the world, Certified Angus Beef had two distinct audiences to appeal to - consumers with the means to spend a little more on their beef purchases and buyers for upscale casual dining and high-end restaurants. We were tasked with creating work for both audiences. Rising beef prices (up 135% since 2000) added to the challenge as customers were intimiated by the prospect of spending a lot of a great cut of meat only to then “mess it up” in the cooking process.

While one audience was B2C and the other B2B, Certified Angus Beef was still one brand, so while the approaches to the creative needed to be distinct, they also needed to be united under the same tonal umbrella. While the B2B work got into the nitty gritty about what makes CAB cuts so exeptional, B2C work focused on the rare moments that can happen when amazing food brings us all together. We also addressed the “fear factor” by creating the Roast Perfect App.

The Roast Perfect App became the No. 3 ranked food and beverage app in the app store and was downloaded 10,000 times a week during the holiday season.