The retail bison market is growing, and High Plains Bison wanted to lead the herd with their “high flavor, low fat” story. So how did we get meat lovers stampeding to the store to try it? By selling the sizzle—literally. In 9 OLVs and 5 digital executions, we romanced the look and sound of grilling meat. Even better, we delivered in one month, during a pandemic, and just in time for grilling season.
The results? Our campaign beat all channel, industry and peer-group eCPM benchmarks. HPB picked up several large retail chains. And HPB grew faster than any other bison brand in 2020.