Giving the Brand a Soundtrack
Agriculture has evolved over the past 85 years. So has marketing it, which is why Strauss Brands called us.
A leader in ethical and humane livestock practices, Strauss needed to build a brand presence in a very crowded market (with little budget or resources). We needed to modernize the brand through innovation and speak to a younger audience in a way that strengthened its position in the premium protein space.
We started by crafting our story based on a fundamental truth—that grass-fed beef is better than grain-fed beef. For Mother Earth as well as the human body. Raising grass-fed beef reduces land erosion, protects water sources and increases land biodiversity. The meat is also higher in vitamins with lower levels of saturated fat than grain-fed beef.
Then we gave that story a soundtrack. Literally.
It’s called ASMR—Autonomous Sensory Meridian Response. It refers to the tingling sensation people get when triggered. We used existing assets, stock footage and original video to give customers an immediate experience. A juicy hamburger sizzling on the grill. A ribeye steak frying in its own juices on the stove. Wind gently blowing across a sea of green grasslands. These short takes were then posed across all Strauss social platforms giving people a brief moment of refreshing tingles in an otherwise noisy and crowded space.