On December 19, a photographer and Des Moines-based marketing agency team traveled to Cambridge for a national photo shoot for a producer-directed advertising campaign for the Cattlemen’s Beef Board. The local cattle-ranching family of Darrel, Delaine, Blake, Bronson, Bailey, Peyton and Bradyn Soucie all took part in the day-long photo shoot.
The theme was “Open Doors” and the insight into the creative process is that you never know what you’ll find when you open a door. We open them to let someone or something in that was previously left out. We open them when others can’t open them for themselves. And we open them because progress doesn’t happen if they remain closed. 
The idea behind the creative concept was to bring facts to life by taking the audience (beef producers) on a journey that allows them to experience first-hand the opportunities that lie behind each door the Beef Checkoff Program has opened – and will continue to open – for the industry and their individual operations.
The beef checkoff is committed to creating new opportunities that add more value to a beef producer’s operation. But sometimes opening new doors means fighting old beliefs by constantly reminding consumers, mommy bloggers and red-meat cynics just how nutritious this total protein package can be.
One such ad, yet to be finalized, reads as follows:
Opening New Doors for the Next Generation
See how your investment creates opportunities that strengthen the industry for future producers.
Learn more at MyBeefCheckoff.com.
The ads, both print and digital, will be featured online, in national beef industry e-newsletters and in publications such as Drover’s and Progressive Farmer.
Join us in congratulating the Soucie family of Cambridge for being selected as the faces for this national campaign, and for enduring a day out in the cold (stripped down to T-shirts at times!). Also, we are sending out special thanks to Herb Besler for the use of his barns.