Cargill Sterling Silver Premium Meats
Creating a hot commodity out of premium beef.
The Opportunity
Our competitive audit and deep familiarity with trends and archetypes made a few things clear: The landscape was ripe for disruption.
The competition focused on:
- Ranchers instead of end consumers like chefs
- Product quality over ideas and inspiration
- Pastures and plains vs. mouthwatering recipes and applications
Sterling Silver Premium Meats had a portfolio that was just as premium, tender, marbled and craveable as the competition.
If we could demonstrate why those benefits mattered, they could become something so much more.
The Solve
Create a platform that inspires chefs to be their best by using the best.
Product attributes, even ones as delicious as Sterling Silver Premium Meats’, wouldn’t be enough to move the needle. We needed to create a movement by:
- Spotlighting Sterling Silver Signature Chefs, real experts in a variety of foodservice segments, throughout photo, video, interview and research opportunities.
- Capturing assets that validate and motivate by showing chefs the way they see themselves—and Sterling Silver’s beef products as they see them, too.
- Make the brand a partner and full-on resource by launching newsletters, podcasts, loyalty programs and more, overflowing with insights and inspiration.
The Results
- Ranked #1 in Facebook engagement.
- Over 1000 podcast listens.
