Men’s grooming brand Duke Cannon names Quality Meats agency of record
Men’s grooming brand Duke Cannon selected Quality meats as a creative agency of record (AOR), she told ADWEEK exclusively.
The agency will collaborate with the brand’s internal team to develop campaigns that will “bring a new vision of men’s grooming”, according to a press release.
Duke Cannon declined to disclose the amount of his bills, but COMvergence estimates his media spending for the year at $16 million.
A chance review
Before hiring Quality Meats, Duke Cannon “never really worked with a traditional ad agency,” said Chief Marketing Officer (CMO) Oliver Pérez, relying instead on his in-house creative team.
But Gordy Sang, co-founder and co-creative director of Quality Meats, contacted Pérez in August after taking a liking to his soap and packaging.
“I randomly reached out to Oliver on LinkedIn and just left him a note about my use case and said, ‘Hey, if you’re ever in the marketing market, I’d love to chat,'” he said. he declared.
The timing of Sang’s message was fortuitous. As it prepares to launch new packaging, Duke Cannon was looking to hire an agency to help it come up with “bigger, game-changing ideas,” Pérez said.
The new packaging of Duke Cannon.Duke Cannon
The competitive review involved only one other agency and began shortly after the two connected.
Pérez said the brief was intentionally broad because he was curious about how each agency interpreted the Duke Cannon brand.
“We were attracted to Quality Meats’ impressive level of strategic thinking, collaborative working style and brand vision that truly celebrates Duke Cannon’s DNA: courage and hard work,” he said. declared.
Founded in 2011, Duke Cannon was born as a direct-to-consumer company, eventually landing on the shelves of stores like Carhartt, Ace Hardware, Target, Walmart, HEB, and more.
With the help of Quality Meats, the brand hopes to refine its point of view through faster and more visual work. Perez said.
A victory for quality meats
Duke Cannon is the latest brand to join Quality Meats’ roster as an AOR, including DoorDash, Saxx Underwear, Marquee Sports Network and three brands from Kimberly-Clark. The agency, launched in 2020, also won Restaurant Brands International chain Firehouse Subs this year.
New projects also arrived from U by Kotex, CAVA and Deutsch Family Wine and Spirits. Quality Meats is also late GoDaddy’s Upcoming AI-Themed Super Bowl LIX Spot.
His first campaign for Duke Cannon will launch in March 2025.
