What can you say about an agency that is ballsy enough to create a “couch lube” named after incoming Vice-President, J.D. Vance? You say they’ve earned the title of Reel Chicago’s Agency of the Year. Quality Meats, the refreshingly bold and hilariously edgy shop founded in 2020, has turned audacity into an art form.
From a Valentine’s Day campaign featuring a testicle-shaped necklace for Saxx Underwear to a hysterical campaign for the Regal Theatre chain (albeit in 2023), this agency doesn’t just push boundaries—they obliterate them.
But don’t let the humor fool you. Behind the irreverence is a team of sharp strategists and visionary creatives who know how to make their work resonate. Their campaigns for high-profile clients like Kimberly-Clark, DoorDash, Regal Cinema, and Duke Cannon combine wit, relevance, and impact.
One standout example is their U by Kotex campaign, which racked up over 20 million TikTok views by seamlessly blending social media trends with authentic storytelling. This balance of edge and effectiveness earned them Gold in Ad Age’s Small Agency competition (11-75 Employees Category) and saw their revenue climb 450% to an impressive $6 million last year.
The agency’s creative partnership with GetYourGuide is yet another testament to their ability to deliver unforgettable campaigns. In Offseason by GetYourGuide, Quality Meats collaborated to highlight how high-profile athletes spend their downtime and maximize their vacations. These films not only showcased the unique experiences GetYourGuide offers but also solidified Quality Meats’ knack for blending aspirational storytelling with strategic marketing.
“Although we’re a fully virtual agency with no physical headquarters, Chicago is our mental and emotional headquarters – we were birthed here, we share its roll-up-your-sleeves no-BS mindset, it’s the inspiration for our name and home to a bunch of us (oh and technically it’s our “mailing address”) – so to be honored as ReelChicago’s Agency of the Year is something we consider pretty darn cool,” shared Brian Siedband, co-founder & co-CCO of Quality Meats.
Their ability to mix humor and cultural relevance is where Quality Meats truly shines. Their work consistently connects with audiences on a visceral level. As Gordy Sang once put it, “Cutting the traditional agency fat and being bluntly honest with clients and consumers is what keeps us growing.”
The agency’s virtual model, bold creativity, and rapid growth are reshaping what it means to be a small but mighty force in advertising. They’ve proven that you don’t need a massive team or office to make a massive impact—you just need guts, grit, and a sense of humor.
In December, the agency signed Duke Cannon as a client. Tasked with revamping the men’s grooming brand across all consumer touchpoints, Quality Meats is poised to deliver a campaign that celebrates Duke Cannon’s DNA of grit and hard work, while ensuring the brand stood out in a crowded category. “We were drawn to Quality Meats’ impressive level of strategic thinking, collaborative working style, and vision for the brand,” said Duke Cannon CMO Oliver Pérez.
With campaigns that leave us laughing, thinking, and occasionally clutching our pearls, Quality Meats is more than an agency. They’re a fearless, trailblazing creative partner rewriting the rules of advertising. And for that, they’ve earned every bit of this year’s Agency of the Year title.
Let’s take a look at some of their work below:
Congratulations Quality Meats, you’ve up the agency creative coming out of Chicago this year.
Colin Costello is the West Coast Editor of Reel 360 News and Reel Chicago. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
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