National Beef Packing Lead The Way at AMA Awards

On June 24th of 2010, National Beef® was awarded the American Marketing Association’s 2010 BrandSmart Award of Distinction in business-to-business marketing for the National Beef Certified Blue Leather, B2B, integrated marketing campaign. The team received accolades for their integrated marketing strategy, targeted program and creative excellence.


Ross D. Vangalis, President of Queue Marketing Communications Group, Inc. stated, “National Beef has sustained an enduring leadership position in the fresh beef industry. The AMA’s recognition of the Certified Blue Leather Campaign signifies their successful vertical business growth and entry into the raw leathers marketplace. It’s an outstanding achievement for our client and we were proud to be a part of it.”


Mr. Vangalis shared aspects of the campaign that were an integral part of its success,“The insights we gained as a team, were a vital component to this successful campaign. Through category, target and competitive assessments of the blue leathers industry, and interviews with thought leaders, we saw the opportunity to establish National Beef as an emerging leader within the international blue leathers marketplace. Our focus was to build a strong competitive positioning that differentiated National Beef blue leather offerings, and created a truly unique selling proposition for the buyers.”


Mr. Vangalis further stated,“The USP was communicated within the campaign that focused on telling the remarkable story of National Beef’s blue leather grading system. As a newer player in the market, generating buyer awareness and communicating the selling proposition to foster sales conversation was essential. An integrated, international marketing campaign was launched spanning over the internet, brand identity, sales collateral, trade advertising, e-marketing, trade show booth design and video presentations in China, Italy, Korea and more.”
National Beef Packing Company is one of the largest beef processing companies in the United States, processing and marketing fresh beef and beef by-products across the U.S. and internationally. National Beef’s processing facilities in Dodge City, Kansas and Liberal, Kansas along with their Brawley, California facility provide beef products to retailers, food service providers, distributors and further processors. Additionally, National Beef’s case-ready facilities in Moultrie, Georgia and Hummel’s Wharf, Pennsylvania and portion cutting facility in Kansas City, Kansas provide further processed and packaged meat for a broad spectrum of customer needs and specifications. With the addition of the Wet Blue hide processing facility in St. Joseph, Missouri in 2009, National Beef continues to develop core capabilities and drive value for the products delivered to the marketplace.



“It’s an outstanding achievement for our client and we were proud to be a part of it.”


– Ross D. Vangalis, President of Queue Marketing Communications Group, Inc.