K-ROO encourages Aussies to ‘eat roo too’ in latest digital + brand campaign via Tiny Hunter
South Australia-based Macro Meats has rebranded its kangaroo meat from Gourmet Game to K-ROO in a bid to encourage people nationwide to incorporate the uniquely Aussie meat into their diets.
The rebrand via Sydney branding agency Tiny Hunter, has already resulted in a 20 per cent increase in sales. It included messaging and visual look and feel which has been rolled out across packaging, 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 from 15th January.
Says Ray Borda, founder of Macro Meats and K-ROO: “Kangaroo is a uniquely Australian meat which is both incredibly healthy and sustainable. It’s 98% 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.”
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. His previous work includes Little Bondi, which was a finalist at the world’s largest short film awards, TropFest.
Says Emma Scott, creative director, Tiny Hunter: “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 Aldi, Coles, IGA, Woolworths and Foodlands.
4 Comments
Next to goat it’s the most sustainable food in the nation and one that comes at a realistic price – way more affordable than lamb this Australia Day. Love concept and the execution!
Went into this expecting it to be lame, but laughed out loud at the end.
Don’t know if I want to eat kangaroo, though.
Made me realised how long it’s been since I had roo. Might even pick some up tonight. Shit, did advertising just have an effect on me?
But yeah, funny as hell. Nice work TH.
I literally lolled out loud. So well done, guys. It’s refreshing to see a client have some guts, regarding the bleeped out ‘fuck’. No doubt there’ll be a complaint about it, it’ll get taken off air and the resulting news will generate even more views. Well played.