"We've been working with Hanes for almost ten years. They're our sugar daddy, but, at the same time, one of the best clients we work with creatively. The product is T-shirts, specifically for the screenprinting industry. There's not a lot to say about a T-shirt after you get past how soft it is, how well it's styled or how inexpensive it is. So we have to make stuff up and sometimes build buzz where there is none. From an industry standpoint, the bar wasn't set very high. The work that we have done for Beefy has gotten a lot of attention within the category. Through aggressive promotion, Beefy has become about the only shirt the general consumer knows by name. This campaign specifically uses the vernacular of the butcher shop to deliver key messages about the product quality and color range."