silver
Retail Voodoo
Create a new brand for grass-fed beef in a growing but unbranded category. We named the new brand Grass Rooted to celebrate the multi-generation owner’s passion for reimaging ranching.
The new brand needed to behave like a rallying cry for sustainability within the ranching community and speak to consumers about taste, humane ranching practices, and environmental stewardship in a charged political environment at a time when consumers want to cut back their grocery budget.
Grass Rooted is bold, bright green, and unexpected in the grocery meat case. We developed the tagline “ranching reimagined” to invite consumers to learn what makes the process different.
The results: Successful placement at several regional grocery chains in the Central, Midwest, and Southern US.
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