A new food philosophy known as ‘bettertarian’ has been created in a bid to encourage Australians to embrace more sustainable food practices, especially when it comes to beef and lamb.
The ‘Bettertarian’ campaign was created by the Republic of Everyone and The Bravery for Target 100, a sustainability initiative devised by the local lamb and beef industries.
The campaign encourages consumers to think about where their food came from and to think about the impact their choices have on the environment.
“Target 100 is a fantastic sustainability program. But how do you make that relevant to Jane and Joe Public? Our answer was to take away the sustainability word and make it all about better. Better understanding, better choices, ‘Bettertarian’,” said Ben Peacock, founder at Republic of Everyone.
“The strategy behind this campaign was to genuinely invite Australians to participate in a two-way conversation about where and how their food was raised, in the aim of encouraging them to make better choices.” said Valentina Zarew, founder and strategist at The Bravery.
The campaign includes a 30-second teaser (below), social media activity a website and a documentary, ‘Journey of a Bettertarian’.