JBS

From B2B to B2C: a leader in food innovation makes the big pivot
JBS

New brand creation puts
a supplier front & center

with consumers
corner-left-box

Leading with cultural trends, a B2B finds its fans

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.

Pursuing protein’s growth consumers

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.

Catering to changing tastes

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.

350% surge
in plant-based protein sales
in just one month (April 2020) corner-left-box


With an understanding of where the protein category is headed, OZO hit shelves at a time of exponential growth, seeing a major increase in sales.

Our team is leading in the world of plant-based protein…and we are starting this journey with the debut of OZO.

DARCEY MACKEN

CHIEF EXECUTIVE OFFICER, PLANTERRA FOODS, JBS