National Beef wanted to gain entry into the emerging 18 billion natural foods marketplace through launching a natural beef brand that would appeal to LOHAS (Lifestyles of Health and Sustainability) consumers within retail channels.
We crafted a unique brand image & name, which promoted the benefits of a wellness lifestyle to engage moms looking to live a healthy lifestyle.
To drive reach at launch, we integrated radio, syndicated cable TV, website, and retail advertising. To educate the consumers on the benefits at retail, we created a unique educational program including POS merchandising, product labeling, and retail meat case manager education tools.
To drive RTB, we engaged a registered dietitian and nutritionist as a key influencer, helping to educate and add fact based, nutritional perspective on the benefits of natural beef VS organic.
Over 7 years past its launch, Naturewell was the fastest growing Natural Beef Brand in the US. In adding a natural beef brand to National Beef’s portfolio, Naturewell quickly became a major contributor to profits.