When the NCBA team approached Door No. 3, they faced the challenge of shifting consumers’ perception of beef from a practical staple to an emotional experience. They needed support to bridge the gap between beef’s everyday presence and its role in creating meaningful, shared moments with the people in your life that you love the most. To establish this connection, Door No. 3 used a consumer storytelling lens to celebrate the joy of gathering over a beef meal. The approach focused on real people, real meals, and authentic moments at the heart of the experience.

Meatups: Real People, Real Stories

Our concept was simple: show that beef is more than just a delicious food—it’s a natural catalyst for bringing people together around the table more than any other protein. This insight became the core of our “Meatups” campaign, a series of documentary-style films featuring real people, real meals, and real stories. By capturing the genuine joy that unfolds when people share a beef meal, we tapped into the emotional heart of the brand’s “Together We Bring More” platform. 

The campaign was crafted around authentic, relatable stories of people coming together over beef-centric meals. We captured unscripted moments of joy and connection, showing how beef served as the catalyst for gatherings, bringing friends and families closer across generations. Instead of nostalgia, the focus was on high energy and genuine delight, with beef as the familiar centerpiece that elevated everyday moments. Each story remained grounded in authenticity, reflecting NCBA’s commitment to real, lived experiences.

This campaign helped redefined how people think about beef, moving beyond nutrition and quality to focus on the emotional and joyous connections beef fosters. By telling real stories that celebrated togetherness, Door No. 3 helped NCBA become not just a brand, but a symbol of the joy we share at the table.