The Challenge

Atkins Ranch makes some of the most responsibly raised lamb in the world. They represent a collective of more than 100 family farms in New Zealand. The brand is built on a genuine commitment to regenerative agriculture: better land, better animals, better food.

But in the U.S. market, that story wasn’t reaching the people who needed to hear it.

Lamb is already a category that requires education. Add regenerative agriculture – a concept most consumers are still learning about – and the gap becomes clear. Atkins Ranch needed national visibility, retail credibility, and a social presence that could carry the weight of what the brand actually stands for.

The Approach

We built a coordinated strategy across four channels. Each one was designed to reinforce the same core message: Atkins Ranch is the standard-bearer for regenerative lamb.

Social Media

The first priority was fixing the foundation. We developed a content strategy around the brand’s core pillars: regenerative farming, family farms, sustainability, and product versatility. Then we matched content formats to how each platform actually performs.

Farm content drives reach on Facebook and TikTok. Creator content leads on Instagram. Product launches earn the most engagement on LinkedIn. Every platform got a distinct approach.

One of the biggest moves of the year was launching TikTok. Short-form video unlocked a new dimension of storytelling. It gave Atkins Ranch the ability to show the farm, the animals, the process, and the food in a format built for discovery. The community is growing fast.

Influencer Marketing

The influencer strategy unfolded in two phases.

First, we built a content creator program. We brought in creators to develop custom recipes and short-form video content for the brand. Those creators also posted on their own channels. That generated 15 videos, 20 recipes, and 50,000+ views – and doubled as a micro-influencer activation before the formal program even launched.

Then in December, we scaled it up. We tapped @cocolarkincooks – a food and lifestyle creator with 1.5 million followers – to feature Atkins Ranch lamb in her Christmas recipe content. One post. The results were immediate.

PR & Executive Visibility

Alongside social, we built an earned media and executive visibility strategy. It was centered on Pat Maher, Atkins Ranch’s CEO. The goal was to position Pat as a credible, sought-after voice on regenerative agriculture – not just for the brand, but for the industry.

We secured five executive interview opportunities with key agriculture and food media. Outlets included Feedstuffs, High Plains Journal, Countrywide, American Ag Network, and AgFunder. We also drove coverage around the brand’s retail expansion. When Atkins Ranch brought its Verified Regenerative lamb line to Jimbo’s in San Diego, the story landed in Supermarket Perimeter and Meat + Poultry.

Paid Media

To scale awareness nationally, we ran a coordinated brand campaign across Meta and LinkedIn. The LinkedIn strategy was especially intentional. It targeted the retail and grocery buyers and distribution partners the brand needs to reach most.

The top-performing creative reached key accounts at Sprouts, The Fresh Market, Wegmans, Bristol Farms, Fresh Thyme Market, and Gelson’s. That’s not an accident. It’s a media plan built around the right audience.

The Results

• 35,000+ website visits driven by paid campaign activity
• +994% increase in impressions across social platforms, with a 6.68% engagement rate – nearly 9x the industry benchmark
• 500K+ views and 149 days of watch time generated across the full influencer program, from micro creators to macro partners
• 18 earned media placements and 5 executive interviews established Pat Maher as a leading voice in regenerative agriculture
• 875K+ paid impressions reaching 358K accounts, including key buyers at Sprouts, Wegmans, The Fresh Market, and Bristol Farms

In one year, Atkins Ranch went from a brand with a great story and limited U.S. visibility to a recognized name in regenerative agriculture – in the media, in the feed, and on the shelves of the retailers that matter most.