New Signal Theory Partnership Focuses on Messaging Quality Beef
Rancher on horseback in a vast field with several Angus cattle grazing nearby

Agency supports efforts for promoting Beef Quality Assurance Certification with cattle producers

Certified Angus Beef logo

Signal Theory was  selected as the new marketing communications partner for Certified Angus Beef LLC, a brand focused on providing the highest-quality Angus beef with a commitment to sustainability and animal welfare practices.

A priority of the partnership for Signal Theory was to utilize strategic research to better understand what best resonates with Angus cattle producers. This work is then reflected in a campaign that highlights the value of the Beef Quality Assurance (BQA) certification. 

The Best Beef BQA Certified emblem alongside the Raised With Respect badge

“Certified Angus Beef has a unique position, centered between ranchers’ commitment to cattle care and consumer interest in purchasing high-quality beef that was raised the right way,” said Lindsay Graber Runft, director of producer communications. “We, along with Sysco, are eager to support cattle producers through continuing education and helping to ensure demand for beef. Our partnership with Signal Theory is an exciting step in that process.”

“Our firm’s experience in food and agriculture positioned us to be the right partner for this project”
– Ali Mahaffy, Signal Theory Co-CEO

The campaign combines efforts from Certified Angus Beef and their partner, Sysco to reach producer audiences with Signal Theory’s support of paid media placements and public relations ideation to create an integrated plan to reach established key performance indicators.  

Raised With Respect print ad“Our firm’s experience in food and agriculture positioned us to be the right partner for this project,” said Ali Mahaffy, co-CEO of Signal Theory. “We are well positioned in connecting the meaning cattle producers find in their profession with the joy and comfort we all enjoy through the Certified Angus Beef® brand.”

Certified Angus Beef joins Signal Theory’s robust client roster that spans the food value chain, from animal health and production agriculture to restaurants and consumer-packaged goods. Current food value chain clients include AgroLiquid, AgReliant Genetics, John Deere, Chili’s and SONIC Drive-In.

About Certified Angus Beef

The original Angus beef brand. Based in Wooster, Ohio, and owned by family farmers and ranchers, we’re more than just Angus beef. Only the very best makes our cut. We set strict standards to certify every bite is tender, juicy and full of flavor, whether you’re cooking at home or dining at the best steakhouse. It’s why we’re the world’s most trusted beef brand and have been since 1978. For more information, visit, follow the brand on Facebook, Twitter, Instagram, Pinterest and LinkedIn, or join the brand’s Steakholder Rewards™ loyalty program.

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