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Certified Piedmontese® Beef
Helping a Brand
Target and Reach
Its Audience
A family having fun together playing basketball outside
Certified Piedmontese Beef
Providing Guidance to Help The Brand Live Its Beef Life

Brand Strategy • Industry Consulting • Research + Insights • Creative Solutions
• Digital + Social • Media • Video + Photography • Data + Analytics

Great Plains Beef is the producer of Certified Piedmontese Beef: grass fed, grass finished, naturally lean and tender beef raised and produced in the Midwest and renowned for its Italian heritage. To raise awareness and increase sales, they asked Midan to: 1) help identify and understand their target audience; and 2) develop the right mix of media and creative assets to drive sales through their e-commerce site.

Brand Strategy • Industry Consulting • Research + Insights • Creative Solutions • Digital + Social • Media • Video + Photography • Data + Analytics

Meat consumers in the kitchen
Our research identified two target consumer segments for Certified Piedmontese Beef utilizing Midan’s Meat Consumer Segmentation 2.1 research: Family-First Food Lovers and Protein Progressives.

We introduced the meat industry to eye-tracking technology which can be used to help measure the effectiveness of point-of-sale materials throughout the industry.

Midan developed the strategy and worked with the client’s creative team to deliver a health and wellness campaign and a holiday promo campaign. Both included display, native, site retargeting, CTV video and social media ads. Versions of ads in each campaign raised awareness of the brand; others drove customers to the client’s e-commerce site and focused on sales.
mobile display ads

Midan’s creative team produced a health and wellness ad campaign that increased transactions 21% and online revenue 23% with 1.18 ROAS.

Midan’s creative team produced a health and wellness ad campaign that increased transactions 21% and online revenue 23% with 1.18 ROA.

Shopping for meat online with a desktop computer

Our media team also placed a holiday promo campaign for the brand, which increased transactions by 32% and online revenue 38% with 2.25 ROAS. During these campaigns, new visitors to the client’s site grew 147%, while new social media visitors grew 47%.

Our media team also placed a holiday promo campaign for the brand, which increased transactions by 32% and online revenue 38% with 2.25 ROAS. During these campaigns, new visitors to the client’s site grew 147%, while and new social media visitors grew 47%.

Health & Wellness Campaign

+ 21%

transactions

+ 23%

online revenue

1.18

ROAS

Holiday Promo Campaign

+ 32%

transactions

+ 38%

online revenue

2.25

ROAS

New Visitors

+ 147%

website visitors

+ 47%

social media visitors

LET’S TALK

Ask us how our strategy-driven creative can combine consumer insights, industry experience and imaginative ideas to redefine your brand and boost your business.

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