United Dairy Farmers
Sr Art Director
In 2023, the Cincinnati Bengals made an unexpected Super Bowl run, and United Dairy Farmers — a Cincinnati-born convenience chain with deep local loyalty — wanted to capitalize on the moment. "U-DEY-F" was a campaign built fast, designed to ride the city's energy and convert it into store traffic during a narrow window.
The Identity
The campaign mark plays on the Bengals' "Who Dey" chant, swapping in UDF's name. The lockup is built on the Bengals' orange and black, with angular line work that nods to football play diagrams — arrows, crosses, the visual language of a playbook. The tone is celebratory and slightly irreverent, matching how Cincinnati actually talks about the Bengals rather than how a corporate sponsor usually does.
The pattern system extends the campaign across in-store signage, print collateral, and social, creating a recognizable visual world that lived through the Super Bowl window.
The Social Direction
The social rollout drove fans to UDF as the default game-day stop. Posts combined the campaign identity with specific in-store offers, timed to the run-up, the game itself, and the aftermath. Revenue during the campaign period was up 54% year-over-year — a 24-point lift over the original 30% target.
Intac
Branding • Digital • Marketing
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Rebel
Branding • Digital • Marketing
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Mobil1
Product
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Intac
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Branding • Digital • Marketing
Rebel
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Digital • Content Creation
Mobil1
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Product
United Dairy Farmers
In 2023, the Cincinnati Bengals made an unexpected Super Bowl run, and United Dairy Farmers — a Cincinnati-born convenience chain with deep local loyalty — wanted to capitalize on the moment. "U-DEY-F" was a campaign built fast, designed to ride the city's energy and convert it into store traffic during a narrow window.
Sr Art Director
Sr Art Director
The Identity
The campaign mark plays on the Bengals' "Who Dey" chant, swapping in UDF's name. The lockup is built on the Bengals' orange and black, with angular line work that nods to football play diagrams — arrows, crosses, the visual language of a playbook. The tone is celebratory and slightly irreverent, matching how Cincinnati actually talks about the Bengals rather than how a corporate sponsor usually does.
The pattern system extends the campaign across in-store signage, print collateral, and social, creating a recognizable visual world that lived through the Super Bowl window.
The Social Direction
The social rollout drove fans to UDF as the default game-day stop. Posts combined the campaign identity with specific in-store offers, timed to the run-up, the game itself, and the aftermath. Revenue during the campaign period was up 54% year-over-year — a 24-point lift over the original 30% target.
Thank You!
Let’s Get In Touch
Anthony Cao
Thank You!
Let’s Get In Touch
Anthony Cao
Dallas, Tx