Best Agencies 2024: Quality Meats

Quality Meats likes to think of itself as “that one butcher you can trust,” but for advertising—a small but mighty shop that gives clients exactly what they need without all the baggage that comes with traditional agency partnerships such as bureaucracy, zero access to senior leadership and lack of transparency. It would be an understatement to say its approach paid off last year. See all of Ad Age’s 2024 Agency A-List winners here The agency grew its revenue by 450% to $6 million in 2023 from $1.1 million in 2022, as it took on the bigger, more established agencies it set out to disrupt, competing against them in pitches to win bigger projects from bigger clients. Quality Meats picked up work for Kimberly-Clark brands including Huggies, Scott toilet paper and Viva paper towels; Regal movie theaters; crypto platform Olliv; Marquee Sports regional sports network; and DoorDash, for which it created a direct-response campaign to help it attract more delivery drivers. It was also elevated to agency of record status for Saxx Underwear. For Huggies, Quality Meats created its “All Baby Butts” campaign that included ads showcasing the diapers’ comfortable, curved fit and its ability to adapt to all babies as they “squiggle, jiggle and wiggle," as well as “The AlphaButt Book,” highlighting “the A to Zs of baby butt shapes.” Per the agency, the campaign generated 169 million impressions and 18.7 million views on TikTok and Instagram. Ad Age A-List and Creativity Gala Buy your ticket to the in-person event Click here The agency was also tasked with launching Olliv, a new financial services platform for using cryptocurrency, during a time when crypto hype was fading amid market declines. Its “Normal People Crypto” campaign tackled the confusion, skepticism and “bro culture” stereotypes surrounding crypto in a relatable way. In just a few weeks, the agency said Olliv gained 100,000 new users and projected growth of 23% for 2023. Quality Meats, founded in 2020, has just 13 full-time employees—purposefully. The shop said it does not want to hire “willy-nilly,” but instead grow “meticulously and methodically.” Its size allows Quality Meats to give clients access to its top leaders. Diversity also continued to be a focus. All of its five hires last year were women; one identifies as LGBTQ+ and two are people of color. See all of Ad Age’s 2024 Agency A-List winners here

Quality Meats sees explosive growth, pitching against bigger agencies to win bigger clients

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