'You're Better On Beef' is the simple truth behind the king of meats. Our creative platform was designed to demonstrate the benefits of beef in TV and Poster; tactical, content and experiential media served as a utility to help the consumer understand the versatility of the many cuts available beyond the humble steak.

We even had our own radio talk back show as part of a fully integrated campaign that revolved around a beautiful beef rib known as The Beef Oracle. He was a fountain of knowledge around all things beef and appeared anywhere consumers need him. Oh mobile, desktop, radio, experiential and even morning television segments. We like to think of it as the only direct response campaign where the product taught you how to cook it self.