Project: Your Dollar Does

Cattlemen’s Beef Board

Agribusiness
Deliverables
Advertising, Content, Email Marketing, Motion Studio, Personality, Public Relations, Websites

BUILD TRUST. DRIVE RESULTS.

As advocates for beef producers, the Cattlemen’s Beef Board (CBB) oversees a national marketing and research program called the Beef Checkoff to help drive beef demand across America and around the globe. But like many jobs on the ranch — this is a task that’s easier said than done.

During a time when research found ranchers showing abysmal recall, awareness and interest about the Beef Checkoff program, we helped build trust by proving to beef producers that their $1-per-head Checkoff investment works just as hard as they do.

TAKING THE REINS

To rustle up support from the ranching community, we developed a strategy that recognized the need for a stronger overall relationship between producers and the Beef Checkoff Program, including state beef councils. This would be the foundation for an identity and message platform designed to help CBB boost enthusiasm for the Checkoff while bolstering support from producers.

BOVINE INTERVENTION

Our solution was simple: encourage our audience to believe in the cause by leveraging real, verifiable success stories achieved thanks to their Beef Checkoff investment. The result is a memorable campaign that delivered on our promise to build stronger awareness, familiarity, and trust in how the Checkoff is managed and beef producers’ dollars drive demand.

PUBLISHING A PLATFORM

Central to our strategy’s effectiveness was the idea for CBB to think and act like a publisher. This approach began with the development of a branded publishing platform to make it easier for producers to find information about how their Checkoff investment strengthens the industry and their livelihood. We named this platform, The Drive.

THE POWER OF DOLLAR

Building off the strength of our campaign, our microsite proves how hard beef producers’ Checkoff dollars are working here at home and across the world. As the first potential Beef Checkoff resource that ranchers might access, we reinforce the program’s strengths and successes alongside the latest stories and information about the importance of their investment.

Cattlemen's Beef Board Your Dollar Does More Desktop Website

DRIVING RESULTS TO THIS DAY

Branded collateral rounded out the robust campaign. With well-polished annual reports and Grade-A brochures, the CBB was able to share real-life success stories while delivering on their promise to make an impact. Years after its original launch, the Your Dollar Does More campaign continues to deliver. And that’s no bull.