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
Brooke Nolan
By Brooke Nolan



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

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]