Is it possible for a home-cooked meal to taste like it was made in a steakhouse? The common consumer would say no. But HeartBrand Beef thought otherwise — and they were right.

When COVID-19 hit, HeartBrand Beef was challenged to change their distribution strategy from restaurant-facing distribution to consumer-facing distribution. They called on us to create a big, beefy brand awareness campaign that would build consumer trust and bolster online direct-to-consumer sales. The campaign’s targeted messages were based on three factors: the HeartBrand Beef family story, HeartBrand Beef recipes and meal prep ideas. According to the Beef Checkoff, each factor encourages consumers to prepare or eat beef more often.

Overall, this campaign helped successfully position HeartBrand Beef as direct-to-consumer, ranch-to-table beef by generating over 2.2 million online impressions, driving over 32,000 clicks to the website and grossing over $90,000 in sales.