A mammoth food supplier taps into the consumer trends driving protein.

To grow, a B2B caters to changing consumer tastes, commercializing innovations for the future of food.

With over $28 billion in revenue, JBS is the world’s largest meat company, supplying beef, pork and prepared foods to a wide variety of retail partners. To spark a new era of growth, we helped JBS pivot from a B2B to B2C mindset—revamping existing brands and building new ones to add value and cultural relevance across their portfolio.

We teamed with JBS’s in-house teams to turn their commercial innovations into consumer-ready brands—and fast. Starting with JBS’s research and insights on emergent trends and changing preferences, we built brands for protein’s future-forward consumers. From the adventurous flexitarian seeking alternatives to meat to the next-gen foodie craving convenience, new segments with big spending power guided our creative process.

For both new and existing offerings, we developed robust expression systems, activated on pack and across diverse channels. The result is a crop of breakthrough brands that point to the future of food: Savora, a line of sous-vide-style meats, and OZO, a range of plant-based proteins.

Projected to grow from $4.6 billion in 2018 to over $85 billion by 2030 (UBS), the plant-based protein category is stacked with powerful competitor brands. To break through, we named and designed OZO to appeal to the flexitarian shopper. Challenging stale category standards, our strategy celebrates big flavor, bold choices and tasting the good in life—an approach that will serve OZO well as the category becomes increasingly mainstream.

  • Consumer Insights
  • Category + Consumer Trends
  • Brand Strategy
  • New Brand Creation
  • Packaging Design
  • Brand Voice
  • Naming + Messaging
  • Actionable Consumer Desires
  • Brand Foundations
  • Brand Transformation
  • Future of Food Culture Scan

Project Outcome

With an understanding of where the protein category is headed, OZO hit shelves at a time of exponential growth, seeing a 350% increase in sales in one month.
“Our team is leading in the world plant-based protein,” says Darcey Macken, Chief Executive Officer of Planterra Foods at JBS. “And we are starting this journey with the debut of OZO.”
surge in plant-based protein sales in just one month

The world’s largest meat seller embraces plant-based proteins
as pandemic demand surges