National Cattlemen’s Beef Association

This clean, simple campaign, designed to promote new beef cuts made the beef industry a megabrand in foodservice and helped sell 147 million pounds of the new cuts—a whopping $8 billion of beef’s total $32 billion foodservice sales. It was the number-one campaign in foodservice (based on readership studies) for six straight years.

Roles: Creative director, culinary concept developer, copywriter,
Agency: Ketchum
Art Director: Chris Jones

Nation’s Restaurant News “Campaign of the Decade”