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Independent creative agency Quality Meats announced today that it has been selected as Agency of Record (AOR) for men’s grooming brand Duke Cannon. The win followed a client-led, competitive review.

Quality Meats will be responsible for developing a bold, confident brand platform that shakes up the category and provides a fresh new take on men's grooming. Scope of work also includes a holistic revamp of the brand’s presence and identity. The new platform will come to life across all touchpoints including video, activations, social, retail, and more.

“We were drawn to Quality Meats’ impressive level of strategic thinking, collaborative working style, and vision for the brand that truly celebrates the DNA of Duke Cannon – grit and hard work,” said Oliver Pérez, CMO of Duke Cannon. “We’re confident that they will not only help evolve our brand, but create work that stands out in a crowded category.”

Founded on Veteran’s Day in 2011 Duke Cannon provides hard working men with high quality, premium grooming goods at accessible prices. From its Big Ass Brick of Soap to THICK Body Wash to Proper Cologne, the company offers a full regimen of innovative, award winning products that help a man groom well from head to toe. Born as a DTC business, Duke Cannon quickly gained footing in independent and specialty retailers like Carhartt, Duluth Trading Co., and Ace Hardware, with recent expansion into over 30,000 doors of the nation's leading food, drug, and mass retailers such as Target, Walmart, H.E.B., Hy-Vee, CVS, and Walgreens. Rooted in military history, the brand continues to gain inspiration from active duty soldiers and donates a portion of its profits to causes that benefit veterans through the Duke Cannon Veteran Fund.

“We’re beyond excited that Duke Cannon chose us to help them break through as a brand that guys everywhere want to lather their bodies with,” said Gordy Sang, co-founder and co-CCO at Quality Meats. “As an agency, we share a lot of the same straightforward no-BS values, so I think we’re gonna have a lot of fun and smell pretty darn good while doing it.”

The first work for the brand will launch in March 2025, coinciding with a packaging refresh.