On June 24th of 2010, National Beef® was awarded the American Marketing Association’s 2010 BrandSmart Award of Distinction in business-to-business marketing for the National Beef Certified Blue Leather, B2B, integrated marketing campaign. The team received accolades for their integrated marketing strategy, targeted program and creative excellence.
Ross D. Vangalis, President of Queue Marketing Communications Group, Inc. stated, “National Beef has sustained an enduring leadership position in the fresh beef industry. The AMA’s recognition of the Certified Blue Leather Campaign signifies their successful vertical business growth and entry into the raw leathers marketplace. It’s an outstanding achievement for our client and we were proud to be a part of it.”
Mr. Vangalis shared aspects of the campaign that were an integral part of its success,“The insights we gained as a team, were a vital component to this successful campaign. Through category, target and competitive assessments of the blue leathers industry, and interviews with thought leaders, we saw the opportunity to establish National Beef as an emerging leader within the international blue leathers marketplace. Our focus was to build a strong competitive positioning that differentiated National Beef blue leather offerings, and created a truly unique selling proposition for the buyers.”