SUMMARY
With humble beginnings dating back to the Great Depression, the family owned Lower brand has grown to a market leader in real, allergen free, clean ingredient meat production. With a focus on the many uses of Lowers line, Cover 3 created a social campaign to raise awareness in the B2B space, culminating in Chef Cuts, a chef inspired recipe creation series that’s driven distributors to see both the quality and opportunity associated with this storied brand.
OUR ROLES
Agency of Record
Strategy
Branding
Paid Social
Paid Search
Packaging Design
Influencer Media
Social Media
Development
Web Design
Event Management
Video Production
CHALLENGE
At Cover3, we knew we had to design a campaign that would highlight Lower & Double L Ranch Meats’ commitment to quality and innovation while resonating with their target B2B audience. We decided to go beyond traditional marketing by cooking up a fresh, ingredient-driven strategy. The cornerstone of our approach was the creation of Chef Cuts, an engaging recipe series that featured talented chefs crafting unique dishes using Lower’s products. This allowed us to showcase the versatility and superior quality of their meats in a way that would appeal to distributors and chefs alike.
Alongside Chef Cuts, we launched a multi-channel social media campaign that leveraged visually stunning content, behind-the-scenes chef interviews, and industry-specific insights tailored to attract key players in the foodservice industry. To maximize reach, we utilized targeted ads and a series of strategic partnerships with influential chefs, which amplified the brand’s voice across digital platforms and industry events.
Here’s how we help FatBoy leverage a national army of fans and influencers, along with pinpoint accurate paid social to climb to the top spot in America.
+20.4%
Net Audience Growth
+239%
Engagement Lift
+6.1%
Engagement Rate
