Case Study


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.

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.


6.6 Million Total Impressions

15 Media Placements

40,700 Pageviews

+34.2% Beef Category Growth in the targeted Nashville market