SAXX Underwear Awards US Business to Boutique Agency Quality Meats

SAXX Underwear has announced that it has appointed Quality Meats as its creative agency as it seeks to grow its business in the US. The Vancouver-based premium men’s underwear brand, which revolutionised the entire category when it introduced its patented BallPark Pouch technology, has become a household name in Canada and now aims to develop its presence in the US. Quality Meats will develop a creative platform which will launch in key markets in 2022 and beyond.

“As a growing, disruptive brand, we weren’t looking to partner with just a traditional agency, but a like-minded creative partner who, like us, was looking to punch above its weight,” says Sally Wilson, VP of brand at SAXX.

“We were instantly drawn to the SAXX brand, not only connecting with their honest, charming tone of voice that’s so refreshing for the category, but also the good, kind humans who run it,” says Brian Siedband, Quality Meats co-founder/co-creative director.

“We’re always looking for partners who value bold creative ideas, production quality, and want to be pushed every step of the way, and SAXX is exactly that,” says Kacey Hart, Quality Meats co-founder/head of production. 

To develop the platform and communications plan, Quality Meats brought in Shepherd, a brand and data strategy upstart, to develop a brand strategy. “Our whole approach is to build a lean all-star team of experts around the specific needs of our clients, and together we found a compelling way for SAXX transform how guys think about underwear,” says Gordy Sang, Quality Meats co-founder/co-creative director.