When Safeway/Vons decided to create their own brand of higher quality beef, they named it Rancher’s Reserve. Which of course made us think of cowboys. But what if they just weren’t very good at being a cowboy? Where would they go to get their beef? Safeway/Vons. After an incredibly successful launch, they came up with a 100% Tender Guarantee. Which made me ask how do you gauge that? Could a steak be 98% Tender? After going down that rabbit hole, the second wave of cowboys came along. These were 100% tough dudes who were looking for 100% tender beef. And once again, sales went up. This campaign was brought to life by the incredible director, Chris Milk. It won a few awards along the way including one for the actor/stuntman jumping off a cliff. He gave me a cowboy hat. Yee-Hah!