Situation

Part of National Beef, Iowa Premium is a small, regional brand that procures and processes high-quality, corn-fed, Black Angus cattle raised specifically by farm families in Iowa and surrounding states. With a strong Midwest connection and positioning in the top-end beef market, Iowa Premium has an amazing story to tell.

Objective

Craft a creative platform and compelling brand story that will drive confidence, engagement and value in Iowa Premium products.

Approach

We put together a creative platform – “A better way to beef” – that drives all messaging and visuals. From that, several tactical elements are created:

  • Photography and video capture the farm families, plant processing team and finished product to help visually tell the Iowa
    Premium story.
  • Key collateral pieces and email communications are created for both internal and retail and food service audiences.
  • The Iowa Premium website is developed with the new branding, telling more of the “A better way to beef” story and serving as a resource hub.
  • Finally, a video mailer launch replaces on-site and in-person interactions during the pandemic to officially “re-launch” and reinvigorate the brand.

Results

The brand refresh is rolled out to both internal and external audiences, quickly creating excitement around “A better way to beef.”

200 website views is the average traffic per month to the Iowa Premium website, making it a top-performer in the National Beef Brand family. 120 video mailers were sent to both employees and customers. 39.6% was the average open rate for a four-party email campaign to customers.