Target 100 introduces the ‘Bettertarian’ in a new campaign via Republic of Everyone + The Bravery
An integrated communications campaign announcing a new food philosophy the ‘Bettertarian’ has been launched by sustainability agencies, Republic of Everyone and The Bravery, to encourage consumer awareness of Target 100, a sustainability initiative of the Australian beef and lamb industry.
Says Ben Peacock, founder at Republic of Everyone: “Target 100 is a fantastic sustainability program. But how do you make that relevant to Jane and Joe Public? Our answer was to take away the sustainability word and make it all about better. Better understanding, better choices, ‘Bettertarian’.”
The campaign features chef and TV personality, Darren Robertson, and sustainable food advocate, Rebecca Sullivan on journey from paddock to plate encouraging consumers to ask questions about where their food comes from and be mindful of the impact their choices have on the environment. .
Says Valentina Zarew, founder and strategist at The Bravery: “The strategy behind this campaign was to genuinely invite Australians to participate in a two-way conversation about where and how their food was raised, in the aim of encouraging them to make better choices.”
Launching with a 30-second viral teaser and social media tiles featuring the same tongue-in-cheek tone, the activation plan was supported by a mix of online assets and infographics to encourage visitors to bettertarian.com. This central website houses the main course of the campaign, a documentary – Journey of a Bettertarian.
The 13-minute, three-part film takes the viewer on Robertson’s and Sullivan’s trip to Bangor Farm. They are joined by three inquisitive everyday Australians who won a competition to learn first-hand about how their beef and lamb is produced, and have their questions answered.
Robertson and Sullivan both remark in the film that after seeing for themselves the way Target 100 farmers, such as Matt Dunbabin, work with the environment and put the welfare of their animals at the centre of everything they do, they wanted to find a better way to eat. From that the Bettertarian philosophy was born.
Following the launch, a national PR and social media campaign has commenced to introduce the Bettertarian concept and engage consumers with making more informed choices about the food they eat.
To date, the campaign has received widespread attention across leading news outlets News Limited, Yahoo7! and the ABC, in addition to social conscious outlets. Through social media the campaign has gained traction igniting more than 1,000 posts, discussions and conversations on beef and lamb production across the country.
The campaign was funded by Target 100 an initiative by Australian cattle and sheep farmers to deliver more sustainable farming by 2020 and help Australians understand more about where their beef and lamb comes from. The Target 100 initiatives are 100 research projects funded by the cattle and sheep industry to help continually improve farming practices.