Certified Angus Beef Campaign

We partnered with Certified Angus Beef to develop the Cut the Bull campaign. Certified Angus Beef is a non-profit organization committed to fostering premium market opportunities across the entire beef supply chain, benefitting both ranchers and consumers alike.

They came to us because they wanted to create a bold marketing campaign that was transparent about the critical importance of Beef Quality Assurance (BQA) certification and leave an impression on their members.

The BQA program and certification are proof of a high level of cattle care and can help build and strengthen trust in cattle producers with consumers. The campaign encourages producers to get BQA certified, share their certification, and advocate for others to become BQA certified, thus strengthening the industry’s cattle care perceptions. 

The challenge is simply getting producers BQA certified. Many producers don’t see the value in it or aren’t even aware that the certification exists. Others feel they are already doing the right thing and are frustrated that consumers don’t trust them. With these challenges, the goal of the campaign is to support and promote CAB’s Cattle Care initiative.

The Cut the Bull campaign positions the BQA certification as a tool to better understand and share the truth about cattle care in the beef industry. This approach delivers on the desire to be direct and speak plainly and invites open, honest communication with producers on the importance of BQA certification. The messaging is bold and the call to action is for producers to apply for BQA or equivalent certification or, if they already have it share their certification and their positive cattle care story.

The Cut the Bull landing page developed by Think Shift is the hub of the larger campaign that delivers a bold and transparent call out to beef producers prompting action – get BQA certified! The vibrant red and black color palette reflected from the brand and prevalent on the website, gives an edgy feel telling producers that BQA certification is no joke. This approach delivers on the desire to be direct and speak plainly and invites open, honest communication with producers on the importance of BQA certification. The messaging is bold and the call to action is for producers to apply for BQA or equivalent certification or, if they already have it share their certification and positive cattle care story.