Role: Market identification, brand + social strategy, ad conception, full-stack production with talent direction.

The newest Idaho Beef Council spot incorporates Mad Herbie, and his adventures in reminding millennial consumers that Beef Rules. The multi-media campaign incorporated YouTube pre-roll and socially shared memes. The brief required use of the Herbie costume and to target families with entertaining, blunt humor. The memes generated over 15,000 organic impressions within the first week, and the YouTube pre-rolls generated approximately 40,000 impressions. Facebook comments showed the true success, with the highest social engagement of anything Idaho Beef Council has done recently.