From the 1960’s to late 90’s, Winn-Dixie and their market dominant sub-brand, The Beef People, were synonymous. For a time, the store fronts literally said “Winn-Dixie. Home of The Beef People.” Our challenge was to relaunch the legendary meat department brand in a way making it relevant for new, younger consumers in 2013 without alienating those who remembered and loved the classic campaign and it’s rich, rustic “cattle ranch” motif. One client-requested wrinkle — No ranchers, No cattle roundups, No butchers, No red meat.
The Results: Winn-Dixie saw a 2.4% lift in meat sales, year after year, and a 6.4% increase in number of units sold over the same period. The campaign was heralded as the “Best Achievement in Store Brand Marketing” by Private Label Store Brands. While Supermarket News recognized the campaign’s “The Best Beef in the Land” instant win Facebook game app — which generated over 90,000 entries — as one of the Top 10 Retail Store Brand Promotions of 2013.