|Project:||“Never Settle” Campaign|
|Brand:||Chairman’s Reserve® Certified Premium Beef|
|Client:||Tyson Fresh Meats|
How do you increase consumer awareness and interest in a premium fresh beef brand? As its
name implies, Chairman’s Reserve® Premium Meats brand is a high-quality beef and pork line. This high-end product is targeted to consumers who like to reward themselves with nothing less than the best.
Our charge from the client was to design
a promotion to increase retail sales during
the summer and fall grilling seasons. The promotion would also serve as a key brand
support element to entice potential new B2B customers to carry the brand.
We learned through research that our target consumer was a hard-core meat lover willing to travel some distance to ensure they bought high quality meat. Even with higher meat prices, they didn’t believe in settling for whatever was cheapest or easiest. They wanted the best or nothing at all.
Our creative team developed messaging that
would resonate with the target’s desire to
have nothing short of a first-class eating experience: “Never Settle.” To visually communicate the brand’s premium quality, we
shot new product photography specifically for
the campaign that focused on gorgeous, mouth-watering steaks and chops.
These enticing images were featured prominently on in-store point-of-sale elements. A video on the promotion was featured on the brand’s website and used by the sales team to encourage their retail customers to participate in the promotion.
Nearly 500 retail stores across the country utilized the point-of-sale materials to promote the “Never Settle” summer and fall campaigns in their stores and reported being pleased with their customers’ response to the campaign.