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Meat is not a cheap ingredient, and one wrong cut can make a good steak too tough and spoil a great meal. We noticed that this concern affected both beginners and even experienced barbecue cooks.



We decided to intervene at the very moment when this doubt arises and there was no time left to go online and ask Google: the time to make the cut. 


We proposed a subtle but significant change in Friboi's packaging: A label showing the correct direction to cut.


Agency: LewLara TBWA & ID 




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