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.
6.6 Million Total Impressions
15 Media Placements
+34.2% Beef Category Growth in the targeted Nashville market