Australian paddock-to-plate meat brand Our Cow has launched ‘No Bull’, its first campaign via independent agency Born, after appointing the agency following a competitive pitch late last year.
Rolling out across social and OOH, the campaign takes aim at the meat category’s murky truths with a bold, direct, in your face visual approach designed to stop people in their tracks
From chicken fillets made to look like breasts and a fish that looks like it’s had a pinger—the creative is designed to stand in opposition to the category tropes and shortcuts consumers have come to accept in the meat category.
Anchored by the line ‘No Bull’, the campaign uses overt graphic design, blunt copy and visual innuendo to spotlight what makes Our Cow different: better meat, fewer questions, and none of the nonsense.
“‘No Bull’ came from a beautifully simple brief: tell the truth, but make it impossible to ignore. The category is full of euphemisms and smoke screens, so we leaned in the opposite: zero subtlety,” said Jenny Lennon, Born’s creative director.
Scott Wrightson, Born’s associate creative director added, “We wanted the work to feel unmistakable at a glance — cheeky and provocative. The visual tropes do a lot of the heavy lifting: a pair of buxom chicken breasts, a suspicious fish, and a dollop of shit. It’s all in service of the simple point that Our Cow is the antidote to the bullshit in the industry.”
Bianca Tarrant, Our Cow’s co-founder, said, “Our Cow has always stood for transparency, quality and backing Aussie farmers, so ‘No Bull’ felt like a very natural fit. Born understood that we didn’t want to sound worthy or preachy — we wanted to make people look twice, laugh, and rethink what they’re buying.”
