Certified Angus Beef® brand had a crock-pot problem. Consumers knew only one way to cook a roast. And the slow cooker default was causing roast sales to fall behind other cuts of beef. They turned to Hart for inspiration.
We not only found the inspiration, we put it at consumers’ fingertips. If we were going to change the trajectory of roast sales, we needed to give consumers ideas that would encourage them to think about roast in new and different ways. Those ideas were delivered in the form of a mobile app that provided imaginative recipes and step-by-step instructions on how to create them. The combination of visually stunning photos and intuitive navigation made the Roast Perfect app a success with more than 40,000 downloads in 22 weeks.