The Challenge
Australian Butchers Store is an Australian online meat retailer. Selling meat online means overcoming a quality objection: buyers cannot see what they are getting. The campaign needed content that showed the product arriving and being cooked, from creators whose audiences trust their judgement on food.
Our Approach
We ran a broad creator campaign centred on delivery-to-plate content.
- 38 creators were agreed across food, family and lifestyle content
- 135 pieces of content were produced, giving repeated exposure to the quality message
- Briefs required the delivery to be opened on camera and the product cooked
- Content was approved against brand guidelines before publication
Showing the box being opened addressed the objection directly — the single thing an online meat buyer wants to see.
The Results
38 creators produced 135 pieces of content reaching an audience of 1,844,823.
