Every business is bound to have some negative Yelp! reviews. Though the vast majority of Paulina Meat Market's reviews are overwhelmingly positive, we took the few negative Yelp! reviews we could find and showed how these "shortcomings" contribute to the quality of the only thing that matters here: the meat.

Tag: The meat is all that matters

Copywriting/Concepting: Bryce Wergin and Eric Russel

Art Direction: Sedeel Rezzo


Out of Home:

Poster series with quotes from negative Yelp! reviews with responses from Paulina Meat Market


Radio: 30 second spot




Our microsite, End the Beef, will function as a digital suggestion box. We will respond to complaints in the
"apologetic" tone of the campaign and share them on social media.





Butcher aprons


Floor signage:


Freezer signage:


Custom butcher paper


Custom closed sign: