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.”