Beefitarian
Brand strategy, content ecosystem, and experiential activation
Role Associate Creative Director & Brand Strategist
Client JBS
Timeline One year
The Challenge
At the height of the plant-based meat boom, JBS, one of the world's largest beef producers, recognized a problem: younger consumers were drifting toward vegetarian and alternative protein options, and the beef industry had no compelling cultural answer. The goal wasn't to fight the trend with facts and figures. It was to build a brand that made beef feel exciting, modern, and worth choosing again.
Beefitarian was that brand. The challenge was to take a loose campaign concept and build it into a fully realized platform with a distinctive voice, a year-round content ecosystem, and real-world experiences that could connect with a younger audience on their terms.
Brand Strategy
I developed the brand strategy and voice from the ground up, establishing Beefitarian as a confident, playful authority on beef culture, cooking, and exploration. The positioning was deliberately approachable rather than defensive: this wasn't a brand arguing against vegetarianism, it was a brand celebrating everything great about beef for people who were curious, adventurous, and open to being entertained.
I defined the brand's voice, visual guidelines, and content pillars, building a foundation designed to sustain year-round storytelling across digital, social, and experiential channels.
Digital Experience
To support the new brand platform, I led the strategic redesign of the Beefitarian website, improving navigation, clarifying content organization, and updating the visual identity to reflect the evolved brand direction.
New sections like Ask the Beefitarian created direct audience engagement opportunities and improved SEO discoverability, turning the site from a static destination into an active content hub.
Content Ecosystem
To fuel year-round storytelling, I led a production shoot capturing photography and video built to scale across social, digital, and advertising placements.
The content strategy ran on multiple tracks simultaneously: paid and organic social campaigns, quick-turn reactive content, and an SEO-driven blog written by myself and a travel and food blogger to build long-term search visibility. I also developed 25+ original recipes to position Beefitarian as a genuine resource for home cooks exploring new ways to cook with beef.
The centerpiece of the content program was Ask the Beefitarian , an ongoing monthly series featuring Chef Corban Emilio answering audience questions about beef preparation and cooking. At four videos per month, built around SEO keywords, the series gave the brand a consistent, credible, and searchable voice in the category throughout the year.
Experiential Activation
The brand extended beyond digital with the Beefitarian Pop-Up Party at Texas Monthly's BBQ Festival in Lockhart, Texas, one of the most credible beef and BBQ events in the country, where Beefitarian served as a presenting sponsor.
Leading up to the event, a social giveaway campaign offered fans an all-inclusive weekend trip to the festival, building anticipation and expanding reach ahead of the activation.
On the ground, the pop-up leaned hard into 90s nostalgia, the era that defined the target audience's childhood. The soundtrack was all 90s. The games were the kind you'd find at a backyard party. And the branded merchandise, koozies, hats, sunglasses, stickers, tote bags, and t-shirts, was designed to look like it came straight out of 1994: bold, collectible, and built to be worn and shared long after the festival ended. Photo moments and interactive activities gave attendees reasons to stop, engage, and post.
Over two days, the activation connected with more than 9,000 festival attendees, turning a brand with a digital presence into one with a physical, memorable moment in the real world.
The Impact
In one year, Beefitarian evolved from a loose campaign concept into a fully integrated brand platform with a defined voice, a visual identity, a content engine producing SEO-driven video and editorial, 25+ original recipes, a redesigned website, and a flagship experiential activation that reached 9,000 people at one of the country's premier BBQ events.
For a brand created to give beef a cultural voice with younger audiences, that's exactly what it set out to do.
