We put breasts, a cooked fish and a pile of shit on billboards. Partly for shock value. But mostly because the meat category is full of smoke screens, dodgy claims and things that deserve a closer look.

Our Cow was built as the antithesis to this. Their farm-to-table meat delivery is grass fed, ethically sourced, hormone free, antibiotic free, mRNA free and actually supports farmers. In other words: all natural, no bullshit.

The result was ‘No Bull’. A blunt campaign that cuts through category clichés with overt visuals and straight-talking copy. Because when a category hides behind vague claims and carefully cropped packaging, sometimes the best thing you can do is say the quiet part out loud.
No filters. No fluff. Just better meat, from people who actually give a shit.