Certified Angus Beef LLC’s agency of record and creative partner Hart Inc. of Toledo, Ohio, took home the silver in the video/commercial award category at the 2018 Achievement in Marketing Awards hosted annually by Columbus’ American Marketing Association (AMA) division.
The award recognized the Rare Moments, Done Well commercial developed for the Certified Angus Beef ® brand.
Of the commercial, the Hart team shared:
“We landed on this inspirational spot that shows consumers how this premium brand can elevate any of life’s specials moments shared with family and friends. The goal was to drive brand awareness and strengthen preference. Our hope was to create a post powerful enough to have a viral effect… and it did.”
A commercial of that caliber, however, doesn’t come to life without a lot of brainstorming and planning. The Hart team was tasked with every step of creation, including writing the storyline and finding a shooting location. The team even went beyond to make a behind-the-scenes montage that highlights the development of the one-minute video.
Since its premier, the commercial has been aired in select markets—from Knoxville, Tenn., and Columbus, Ohio, to Pittsburgh, Penn., and Grand Rapids, Mich.—on hit television shows, such as NBC’s “This Is Us,” CBS’ “The Big Bang Theory” and ABC’s “Modern Family.” Sports fans have also caught the commercial during NBC’s “Sunday Night Football,” ESPN’s “Monday Night Football” and multiple media outlets during, and after, the Big Game in Atlanta.
The Hart team, in addition, cut a 30-second spot and multiple 15-second spots for Certified Angus Beef ® brand partners to use in their markets, helping customers’ find the highest quality beef to serve during their special moments with friends and loved ones.
“Beef has a long reputation as the protein people choose when they have something to celebrate, and the brand’s premium quality makes that especially true,” said Tracey Erickson, the brand’s vice president of marketing. “The brand’s loyal customers and fans understand they can count on it to deliver an exceptional meal, every time.”