Media: Certified Angus Beef ® Brand

This brand requires a good deal of education among its varying audience segments as to its actual differentiating qualities. This particular campaign also included multiple target markets, so in all, we were looking at primary household shoppers in Norfolk and Cincinnati markets, as well as restaurant owners and grocers nationwide.

The project included researching defined markets to identify usage habits and negotiating with all media to ensure maximum cost efficiencies. Several different plans were developed for each consumer market, including mixes of TV, radio, lifestyle print, online and outdoor. Value-added promotions were strict requirements during negotiations.

The trade campaign included an in-depth analysis of publications’ circulations, readership, advertiser acceptance and cost proposals. Merchandising opportunities complemented campaign goals.

The results were tasty, to say the least. Our team delivered media plans with two- and, sometimes, three-to-one cost value.