High River Angus®

High River Angus®

Colorado Boxed Beef Co. (CBBC), a premier protein foodservice distributor, knew it was time to elevate their high quality Angus beef commodity products into profitable sales leaders through savvy program positioning and proprietary branding that better intersected with buyer-centric needs.

NK led rebranding and activation efforts, developing a suite of brand assets from a new logo identity and website to packaging that speaks directly to consumers’ tastes, enabling the operator/buyer and driving demand for CBBC’s products.

The program included digital and integrated marketing to meet multi-channel communication strategies, resulting in a 69% increase in sales volume and 53% increase in gross profit for CBBC.

Services

  • Branding
  • Packaging
  • Print
  • Web

Objectives

  • Strengthen the foundation of the High River Angus brand identity
  • Increase awareness and encourage trial of the brand
  • Increase sales volume and gross profit for the High River Angus program

Target

Independent Retailers and Foodservice Operators in South / Southeast U.S. with heavy Hispanic consumer representation (33% +).

Assignment

  • Create brand visuals and messaging that resonate with defined audiences and drive purchases
  • Develop valuable tools to assist retail customers with selling High River Angus at their locations
  • Build an effective brand marketing campaign centered around a consumer-focused strategy to drive brand awareness and demand among consumers

hra old and new logo

Brand Logo Refresh

The new logo simplifies and strengthens the brand position, while eliminating contrast issues that had been occurring against dark backgrounds.

hra mood board

Building the Mood

Initial research and discovery uncovered a desire among Hispanic and Latino audiences to connect imagery of strong animals with their beef. Leather, sparks, deep rich colors, grit, and mouthwatering imagery add appealing texture to the story.

hra brochures

Personal Connection

The first launch of marketing materials leverage one of CBBC’s greatest assets: strong relationships between the sales team and existing customers. The initial point-of-sale materials elevate the product by highlighting key attributes for foodservice and retail audiences, arming the sales team with the tools they need to sell the brand.

hra pop

Speaking to Retail

Retail materials elevate the brand while encouraging consumer trial and driving sales at retail locations.

hra website

Consumer Website

The new site is all about what’s important to the consumer – how to select the best meat cuts at the store, how to prepare them, nutrition information, and where to buy.

The website introduces “Your Best Beef” messaging that shines a spotlight on the consumer: The High River Angus story isn’t simply about great beef. It’s about the great meals that our customers create with our product… it’s about how HRA fits into their lives, diets, budgets, and most importantly, their traditions.

hra magazine ad

Targeted Print Ads

We developed Spanish-language print ads specifically for Latino audiences in an important geographic market for the brand.

hra exclusive brand standards

Brand Standards

hra exclusive label

Exclusive Brand Extension

Building on the success of the High River Angus rebranding, we built a supporting visual identity and brand framework to represent a top-tier program marketed to both foodservice and retail customers and consumer audiences. The new High River Angus Exclusive branding speaks to the highest level of quality without degrading the existing High River Angus brand at the standard tier.

Results

69% increase in High River Angus volume at end of F’17
53% increase in High River Angus gross profit at end of F’17

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