Never-Ever Meat is a USDA classification that certifies the animal has never been treated with growth promotants, antibiotics, or fed animal by-products. Many classifications only require the animal meet these conditions at the time of slaughter. We emphasized the clarity (i.e., lack of gray area) the Never-Ever standard provides to the customer and developed the campaign “As Black and White as Meat Standards Get.” The black and white aesthetic reinforced the campaign slogan and enabled the meat department to be visually distinct among the other departments in the store. We introduced the campaign with a poster series that explained the complex issue with an approachable and friendly tone, in keeping with Lucky’s tagline, “Food is Fun.”

Paul, the head butcher of Lucky’s meat department, has 30+ years of experience and an unmistakably butcher-like appearance. We relished the opportunity to establish his likeness as a mark of quality and exclusiveness for his time-tested family recipes. We introduced Paul to shoppers as part of the poster series and told his story through an informative display card. Paul now has exceptional job security and a contractual obligation to maintain his trademark beard.