Concept: Beef Loving Texans

Fusion

It brings together contrasting viewpoints, cultures and, yes, flavors.

When Beef Loving Texans came looking for a new ad campaign, they didn’t just want your Grandaddy’s chicken-fried steak campaign.

Our team developed a concept showing how beef carries interesting flavors and represents the hard-working rural ranchers who bring it to our tables. I was personally involved in developing the concept and bringing the campaign tone and voice to content pieces.

As a native Texan, I’m most proud of how we were able to elevate beef above just a protein source or livelihood. The final campaign truly illustrates how beef brings Texans together to learn from one another.

Awards:
2020 Silver ADDY Award, Dallas
2020 Platinum Hermes Award
2020 Communicator Award of Distinction