Finding the Drive
The Cattlemen’s Beef Board advocates for beef producers to help drive demand for their product globally. But it only survives with the support of the cattlemen community. We crafted an identity and a message for the Beef Board that encouraged cattleman to trust them with their Beef Checkoff dollars. Drawing on real, demonstrable success stories, we created a direct and memorable campaign that showed beef producers how their dollar could work as hard as they did. No bull.
Our microsite, The Drive, profiled cattlemen and how their Beef Checkoff dollars drive demand for beef globally.
Annual reports and brochures shared real-life success stories to help legitimize the promise of driving demand.
A dedicated newsletter kept a steady drumbeat of positive news at the forefront for prospects.