20.12.2018 Views

Brand Update 2018: Year in Review

The Certified Angus Beef ® brand unites a community from gate to plate focused on quality, and is known worldwide as the best Angus beef available. View our 2018 Brand Update for an overview of the people, initiatives and relationships that fueled a 14th consecutive year of growth and the fulfillment of our mission since 1978: to create demand and add value for Angus cattle, and support the family farmers and ranchers who raise it.

The Certified Angus Beef ® brand unites a community from gate to plate focused on quality, and is known worldwide as the best Angus beef available. View our 2018 Brand Update for an overview of the people, initiatives and relationships that fueled a 14th consecutive year of growth and the fulfillment of our mission since 1978: to create demand and add value for Angus cattle, and support the family farmers and ranchers who raise it.

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Such are the stories captured <strong>in</strong> the brand’s<br />

new television commercial, “Rare Moments,<br />

Done Well,” which made its debut <strong>in</strong> select<br />

markets <strong>in</strong> September. Produced by the<br />

brand’s agency partner Hart Inc. of Toledo,<br />

Ohio, it connects emotionally with viewers<br />

as it illustrates the brand’s place <strong>in</strong> those<br />

treasured occasions.<br />

The comb<strong>in</strong>ation is a powerful one, and<br />

captures the essence of the brand’s place <strong>in</strong><br />

many loyal customers’ lives.<br />

“Beef has a long reputation as the prote<strong>in</strong><br />

people choose when they have someth<strong>in</strong>g<br />

to celebrate, and the brand’s premium<br />

quality makes that especially true,” said<br />

Tracey Erickson, the brand’s vice president<br />

of market<strong>in</strong>g. “The brand’s loyal customers<br />

and fans understand they can count on it<br />

to deliver an exceptional meal, every time,<br />

and they will seek it out – every day, and<br />

particularly on special occasions.”<br />

The spot reflects the diversity – among<br />

moments, venues, cuts and preparation<br />

methods – that has propelled the steady<br />

growth <strong>in</strong> demand among consumers<br />

for the brand. It also reflects the diverse<br />

community of loyalists who appreciate the<br />

brand’s heritage, demand its consistent<br />

quality, and eagerly share their passion for<br />

their prote<strong>in</strong> of choice.<br />

“Beef has a long reputation<br />

as the prote<strong>in</strong> people choose<br />

when they have someth<strong>in</strong>g to<br />

celebrate, and the brand’s<br />

premium quality makes that<br />

especially true.”<br />

Tracey Erickson, Vice President, Market<strong>in</strong>g<br />

Certified Angus Beef LLC<br />

FANS, LOYALISTS, STALWARTS<br />

AND CHEERLEADERS<br />

Meet a few members of the tribe who proudly share their stories,<br />

and Certified Angus Beef ® brand moments, with the world:<br />

M<strong>in</strong>nie Lou Ott<strong>in</strong>ger Bradley<br />

Bradley 3 Ranch, Memphis, Texas<br />

Featured <strong>in</strong> Garden and Gun magaz<strong>in</strong>e, this trailblaz<strong>in</strong>g cattlewoman <strong>in</strong>sists<br />

she’s just follow<strong>in</strong>g her dream. Nevertheless, the matriarch of Bradley 3<br />

Ranch, Memphis, Texas, is carry<strong>in</strong>g on a legacy that started <strong>in</strong> the late<br />

1800s, and cont<strong>in</strong>ues with her daughter and son-<strong>in</strong>-law.<br />

Steve Suther<br />

Senior Editor, Certified Angus Beef LLC, Onaga, Kan.<br />

A talented wordsmith recently <strong>in</strong>ducted <strong>in</strong>to the Livestock Publication<br />

Council’s Hall of Fame, Suther not only served as the brand’s Director of<br />

Industry Information for nearly two decades, where he shared stories and<br />

<strong>in</strong>formation with cattlemen and agricultural media, but he also raises<br />

cattle target<strong>in</strong>g the brand on his own Angus farm.<br />

Greg and Christ<strong>in</strong>a Gaardbo<br />

Chicago Cul<strong>in</strong>ary Kitchen, Palat<strong>in</strong>e, Ill.<br />

Whether it’s brand<strong>in</strong>g tomahawk steak bones with the brand name,<br />

or <strong>in</strong>vent<strong>in</strong>g someth<strong>in</strong>g called a “Scorpion Steak,” this meat-lov<strong>in</strong>g,<br />

boundary-push<strong>in</strong>g duo with a rock-and-roll mentality br<strong>in</strong>g unbridled<br />

enthusiasm to the table for their choice <strong>in</strong> Angus beef.<br />

BRAND BRAND UPDATE UPDATE<br />

9<br />

Dave Neitzel<br />

Meat Buyer, Meijer Inc., Grand Rapids, Mich.<br />

A brand champion on a team of brand champions, Neitzel wears<br />

his support for the brand on his sleeve. His personal commitment<br />

is not out of place among his teammates at Meijer, longtime<br />

partners who work hard to build relationships with local farmers<br />

and others <strong>in</strong> the brand family.<br />

52

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