Macro Meats Urges Aussies To ‘Eat Roo Too’ With Digital Campaign & Rebrand Via Tiny Hunter

Macro Meats Urges Aussies To ‘Eat Roo Too’ With Digital Campaign & Rebrand Via Tiny Hunter

South Australia-based Macro Meats has rebranded its kangaroo meat from Gourmet Game to K-ROO in a bid to encourage people to incorporate the uniquely Aussie meat into their diets.

The rebrand, by Sydney agency Tiny Hunter, has already resulted in a 20 per cent increase in sales. It includes messaging and a new visual look and feel which has been rolled out across packaging, the website, social media, and print.

The official launch campaign, ‘Eat Roo Too’, aims to build on this success and includes a flagship film.

A 37-second version (below) will run on digital channels from this week, with a 30-second spot appearing on catch up TV and premium on-demand playback.

Branding agency Tiny Hunter completed the new brand, campaign, website, assets, and film.The agency worked in partnership with Leap Insight for consumer research and enlisted writer and director Stephen James King for the film.

Ray Borda, founder of Macro Meats and K-ROO, said: “Kangaroo is a uniquely Australian meat which is both incredibly healthy and sustainable. It’s 98 per cent fat free and full of zinc and iron. It is never farmed, but sourced from the natural environment.

“Our ultimate aim is to encourage Australians to incorporate kangaroo into their diets alongside the staples of chicken, beef, pork and lamb.

“To do this, we knew that we needed to challenge the assumptions that surround kangaroo meat, such as the ease of cooking and the versatility.”

Emma Scott, creative director at Tiny Hunter, said: “The first stage of the rebrand was intensive market research to discover the barriers that were stopping consumers from buying kangaroo in their weekly shop.

“We then used these findings to craft a brand which is fun, family-friendly and indicative of the delicious and versatile nature of kangaroo.

“The launch campaign fuses all of this with a good dose of Australian humour. The film was all about capturing and bringing to life our target audience – the busy families who already have too much on their plate and simply want a delicious, healthy and easy meal.”

The new brand can already be seen online and in stockists including Woolworths, Coles, IGA, ALDI, and Foodlands.




Please login with linkedin to comment

Eat Roo Too K-ROO Macro Meats tiny hunter

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]