360 Campaign for Better Beef

Certified Piedmontese is the highest quality beef in the Midwest, and they approached Redthread Advertising Agency for help with packaging design and creative marketing.

Wanting to change how consumers view red meat, we created a character that commands attention: The Fancy Rancher. The 30-second commercial was placed in Omaha (foodie city in the heartland), Dallas (meat-hungry metropolis with opportunity for expansion) and Denver (new market with interest in healthy, sustainable red meat options).

Our campaign reached over 6,000,000 people. The rodeo wrapped up with over 24,000 page views and visitors in Dallas, Denver, and Omaha leading the site traffic. Fancy Rancher set a creative tone that would allow us to break through the noise of the beef industry and help us tailor our targeting for a second whiskey-sipping, hat-tipping installment.