Case Study

Launching the Beefitarian Brand

With alternative proteins on the rise and dominating the message in the marketplace, specifically with Gen Z and Millennials, beef producer JBS USA needed to find a way to join the conversation and reshape the dialogue. Enter ‘Beefitarian’, a category brand created to unite beef lovers and instill confidence in them to explore different beef cuts, inspire them to try new beef recipes, and educate them about beef’s nutritional benefits.

Element delivered beyond expectations developing the strategy to bring this campaign to life. They’ve helped JBS USA further establish our position as a beef category leader, and subsequently winning new consumers and business in retail.

Element example of website for Beefitarian

Our Integrated Approach

Element used a comprehensive approach to launch the brand, generate momentum, and build a brand presence. With a targeted approach and all of the right ingredients, including a website, social contests, sponsorships, non-profit partnerships, paid media, and an amplified media relations program, Element was able to generate awareness and drive category growth.