It’s Australian. Raised in the best place for the best taste.

JBS Australia launches “BOSS” a new Hereford breed-specific beef brand. It’s a first in the marketplace and pitched to customers on a steakhouse or pub bistro menu.

The positioning strategy, name (derived from the scientific name for the breed Bos Taurus) and brand story were developed by R-Co. The brand narrative reflects a distinctive character, supported by a fresh, innovative and modern impression, very different to the traditional presentation. The pack is the prime brand messenger designed to appeal to those chefs who are looking for new product stories to enhance their menu offers.

With a taste equal to the quality of Angus beef, JBS will be marketing BOSS as a new Australian beef legend story.

*Brand concept imagery shown