Quality Meats likens itself to “the one butcher you can trust.”
Quality Meats, which likens itself to “the one butcher you can trust,” has made the cut with Kimberly-Clark, DoorDash, Regal Cinema and Samsung Home Entertainment US while becoming a creative force to be reckoned with.
The remote shop shot from obscurity in 2020 to $6 million in revenue last year with just 20 staffers and a group of contractors.
Quality Meats’ initial assignment for K-C’s Huggies bloomed into additional work for its Kotex and Viva brands, and the shop added Dasher recruitment work for existing client DoorDash. The agency snagged assignments for Bioré and Firehouse Subs and won a hotly contested account in Samsung.
Perhaps fitting for an agency with “meats” in its name, some of the shop’s standout work has been—well, fleshy. Last year it built on its edgy Saxx Underwear campaign by acquiring Bryan Cranston’s tighty whities from “Breaking Bad” and blowing them up—as the client put it—“in the interest of men’s balls everywhere.” The shop followed that up early this year with a testicle-shaped necklace for the brand pitched as a Valentine’s Day gift.
Quality Meats’ campaign for U by Kotex (above) aimed to break the taboo of period sex. In partnership with Phasey, which markets libido-lifting chocolates, the agency created a heart-shaped Valentine’s box of bonbons and ultra-thin pads, seeding it with social and PR. The effort drew more than 20 million TikTok views and the agency said it resulted in 100% positive or neutral sentiment.
Which brings us to baby butts. The agency’s work for K-C’s Huggies (above) took adorable to new heights with a campaign showing how little ones can wiggle freely in the brand’s diapers even though their tushies are not created equal. That carried out into a charming Alphabutt Book illustrating, in children’s-book style, the A to Z’s of baby bottoms. The push netted 169 million impressions, the agency said.
Quality Meats also put butts in seats for Regal Cinemas with its “Don’t wait for the movies to come to you” campaign. The lighthearted spots feature characters from made-up movies who appear in mundane places to tell the Average Jane and Joe that you aren’t keeping up with culture if you wait to stream the latest release.
Without offering specific numbers, the shop said the FOMO strategy raised purchase intent and consideration and delivered a 9% jump in brand awareness for Regal.
