Superior Farms
Brand Story
Case Study
Episodic
Product Story
Brand Story
Case Study
Episodic
Product Story
Project Overview
Superior Farms is the largest lamb company in the US, an employee-owned business that supplies about a third of the country’s domestic lamb. Since 1964, it has worked with American family ranchers, more than a thousand of them today, to raise its flocks. Superior Farms brought in True Stories for a content program that would put those ranchers front and center and give shoppers a reason to choose American lamb.
Challenge
Lamb has always been a tough sell in the American market. Superior Farms needed to build real appetite for lamb with mainstream audiences, and the key was making people care about where it came from.
Approach
We made it personal with a series of rancher profile films, each centered on an American ranch family, like the Osguthorpes, and their commitment to sustainably raising lambs. We also traveled to the Denver BBQ Festival and turned it all into social content built to connect with influencers and audiences at scale.
Results
Tens of thousands of views across social platforms, and a brand that built genuine loyalty around the story behind American lamb. At one point, demand for Superior Farms lamb was outstripping supply.
Challenge
Lamb has always been a tough sell in the American market. Superior Farms needed to build real appetite for lamb with mainstream audiences, and the key was making people care about where it came from.
Approach
We made it personal with a series of rancher profile films, each centered on an American ranch family, like the Osguthorpes, and their commitment to sustainably raising lambs. We also traveled to the Denver BBQ Festival and turned it all into social content built to connect with influencers and audiences at scale.
Results
Tens of thousands of views across social platforms, and a brand that built genuine loyalty around the story behind American lamb. At one point, demand for Superior Farms lamb was outstripping supply.
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