steak

Iowa Premium® Branding Campaign Shows a Better Way to Beef

Integrated Marketing Communications Product Launch

A refreshed brand platform brought Iowa Premium’s quality, craftsmanship and Midwest roots to life across every customer touchpoint.

The Work

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

meat

The Challenge

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.

Approach

Bringing Premium Beef to Life

We work with a food photographer and stylist to create unique appetite appeal for Iowa Premium products. Photos are used in core customer selling pieces and POS offerings.

iowa premium beef

Telling the Brand Story

At the heart of “A better way to beef” are the dedicated, skilled people behind this brand – and that’s a story we love to help tell. Video and photo shoots at the processing plant and on the farm provide valuable content that replaces onsite tours during the pandemic and helps humanize an authentic, curated, handcrafted product.

print media

Taking the Brand Directly to Customers

A video mailer serves as a high-impacttool for connecting with both internal andretail and food service audiences – and givesmore life to the video content that was created.

video mailer

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 from top prospects
  • 120
    video mailers delivered to top prospects
  • 36%
    email open rate

Work Rooted in Success

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