The Brazilian Angus Association has two key audiences: cattle producers and the end consumer.
To serve cattle producers, it was necessary to promote the breed through technical and promotional support. For the end consumer, the goal was to help them understand and value the unique qualities of Angus beef.
Bliss was brought in to develop a plan that addressed both objectives: increasing engagement among cattle producers and enhancing the perceived value of Angus beef for the end consumer.
To serve cattle producers, an event calendar was created across Brazil and in some other countries to promote Angus genetics.
Each event was developed with a visual concept, sponsorship/support materials, a media plan to strengthen the brand, and all the necessary assets.
For the end consumer, the importance of purchasing beef with the Angus Certification Seal was promoted and reinforced.
We were also part of a very special moment for the Association, being responsible for planning and executing Angus’s participation at the Anuga Fair in Germany.
By understanding the business strategy, Bliss helped the association invest in the key areas needed to achieve its goals according to the needs of its audiences.
The Bliss way of working—valuing strategy, positioning, and communication—drove success for clients, their brands, and, most importantly, people.
