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.
Answering the Online Meat Buyer’s One Question
Nobody buys meat online without wondering what will actually arrive in the box. Australian Butchers Store’s brief was built to remove that doubt directly: 38 creators across food, family and lifestyle content were required to open the delivery on camera and cook the product, rather than show it already plated, so every piece of content answered the trust question before the sell.
What Reach Across 135 Pieces Actually Shows
1,844,823 in reach from 135 pieces of content is an exposure figure for an online meat retailer, not a conversion number — what matters is that the message repeated across 38 different creators rather than relying on a single review, so the same delivery-to-plate reassurance reached buyers through more than one trusted voice before they had to decide.
