CARGILL BEEF:
Building brand Strength in a Crowded Market

CHALLENGE:
Compete with a very competitive landscape and strengthen ties between Cargill and its mineral brands.

BIG IDEA:
Rebrand, relaunch, and reintroduce Cargill as more than products — as trusted, expert-driven solutions.

IMPACT:

  • Awareness up: Cargill unaided awareness 3% → 11% in one year

  • Brand link: Vigortone–Cargill association 2% → 12%

  • Ad recall: 50% recall for Vigortone, Right Now Mineral, and NutreBeef

  • Adoption growth: Vigortone +10 pts, Right Now Mineral +9 pts, NutreBeef +4 pts

  • Perception boost: Gains in 5 of 8 key brand attributes — including expertise, trust, and brand of choice

Two farm advertisements for Right Now Mineral, each showing a sunset or sunrise scene with people and cattle. The left ad features a man pouring mineral supplement for cattle while a young girl interacts with a calf. The right ad shows a man and woman with a child, collecting mineral supplements from a trailer at sunset. Both ads highlight the benefits of mineral supplements for cattle health.
Two outdoor advertisements for Right Now Mineral fertilizer, each showing people working with cattle on farms at sunset. The first features a woman holding a child while standing next to a man, with cattle and a tractor in the background. The second shows two women, one pouring mineral feed into a trough and the other tending to cattle, with a sunset sky in the background.
A collection of promotional banners and signs advertising Right Now Mineral supplements with images of farm scenes, livestock, and people, featuring slogans like "Blood, Sweat & Tears" and highlighting the mineral products.
A series of advertisements for Right Now Mineral supplements, featuring images of farmers working on a farm with cattle at sunset. The ads emphasize ingredients like blood, sweat, and tears, and highlight product options: emerald, bronze, gold, and onyx. The main advertisement shows a man and a young girl with cattle, with one girl pouring or holding a bag of the supplement.

Cargill unaided awareness 3% → 11% in one year

ADDITiONAL case studies

A small robot with a gray head, green accents, and a digital face displaying a smile, extending its hand toward a human hand in a desert-like area.
A promotional image for NOVUS featuring three people, two women seated and one man standing behind them. The background includes a white and gray industrial-style design, with text about NOVUS's mission to help farmers through innovative nutrition technology.