Wholesome
It's better beef for a better planet, we just had to tell that story.
Beef w/ beef.
If you're a human being (sorry aliens) you've probably had the experience of walking grocery store fridges and aisles overwhelemed with choice, and it only gets more complicated when it comes to meats. Grass-fed, GMO, organic, USDA labels, hormones, antibiotics—it is incredibly hard to steak your claim (pun fully intended) as a brand trying to stand out amidst all the labels.
- Wholesome Meats needed a way to educate consumers about the uniqueness of their product, without being a snoozefest.
- If you're a new brand just starting social, where do you even begin? Stories, posts, visual identity, there is SO much to swallow.
- Whomesome needed to position themselves as eco-friendly in their creative.
Ground up.
Starting from very little existing creative is always a challenge, but it's also some of my favorite work. I had the privelege to work with the brand to help them develop a unique visual idenitity and voice, in the form of a new mascot, Mother Nature. Capturing the eco-friendliness of Wholesome's products, while also staying apropriately playful, Wholesome was able to position themselves as the premiere, eco-concscious choice of beef in grocery stores nationwide.
- Wrote and produced the "Mother Nature" web series where Mother Nature airs her grievances about beef brands and presents Wholesome Meats as the solution
- Developed animated and visually enticing posts, photographs, and stories for social media.
- Focused in on holidays like Earth Day in content, highlighting numerous aspects of the brand including product, fulfillment, and packaging.
Result
While working with Wholesome, their online reach more than tripled in scale. Their product expanded into several grocery store chains, and became instantly and easily recognizable thanks to a robust content program that included ads, FAQ videos, and recipes utilizing their products.
“Andrew took Wholesome Meats into a visionary direction. His ability to read existing trends and keep us ahead of them helped the brand build a digital footprint that set them directly on the path to immediate success.” -Holly Eaton, PM
