The idea
100% beef to fuel 100% of your life
Matador Brand Repositioning
Matador is the protein-packed sidekick for adventures of all flavors.
Following a complete product reformulation of Matador’s (Frito-Lay) entire beef jerky lineup to a healthier, tastier 100% beef recipe, we helped the brand shift consumer perception from junk food to protein power. A vibrant visual identity and video-centric social strategy reintroduced Matador as the protein-snackable, mega-packable choice for everyday adventurers everywhere.
Role
Art direction, brand design, UX/UI design, social strategy
Client
Matador (Frito-Lay)
Agency
The Integer Group
A New Recipe FOR SUCCESSOur strategy took Matador’s tenacious spirit from the rodeo to the open road.
As the official snack of Professional Bull Riding, Matador aimed to boost awareness with new key segments without alienating existing customers.
To bridge both worlds, we grounded Matador 2.0 in rugged textures of earth and sport while introducing inclusive photography and messaging — a marked departure from the brand’s previous all-male target.
The approach modernized Matador while touches from the backroad to the backyard evoked the brand’s signature grit.
Before
After
Creative impact
All beef
for all
With a 50% female consumer base, we added equal visual representation of women to the brand for the first time.
KEY RESULTS:Deeply researched audience insights drove all creative choices and eased client buy-in to major shifts in brand visuals and tone of voice
+22% increase in social engagement among women (90 days post-launch)
Keeping
it local
Our colorful Colorado location enabled capture of varied settings and activities without breaking the bank.
KEY RESULTS:Utilizing our own team as talent and Denver as location for all live-action content saved big on talent and travel
Streamlined creative processes doubled the social content produced while staying within original budget
Embracing
e-commerce
The new audience’s online shopping habits posed an opportunity to expand the brand’s digital footprint.
SUCCESS FACTORS:Our work included a refreshed DTC website and establishing a net-new Amazon storefront
Updates to digital channels bolstered Matador’s new image and fostered resonance with online shoppers
