MLA Greatest Butcher On Your Block
Sales in the independent butcher channel were declining. Fewer households were purchasing meat. Shoppers were purchasing less frequently and were favouring supermarkets for the ease and convenience. Our challenge was to re-connect Shoppers to the Greatest Butcher on their block and give them a reason to support their local independent.
Strategy, Creative, Social, Consumer Promotion, Activation, Content Creation & Food Photography
Shoppers were hesitant to shop from their local butcher because of two reasons. Firstly they felt a little intimidated by their local butcher especially if they did not know what type of meat to ask for and secondly there was perception that shopping from their local independent would be more expensive than the supermarket.
We developed an integrated marketing campaign centred on the core creative idea of The Greatest Butcher on Your Block. We wanted the local community to rally together to help support the declining trade and get shoppers to re-consider their local butcher. What we set out to do was to shine a light on the local heroes, the butchers out there on every suburban shopping block and tell their story. Our aim was to get shoppers to get to know the friendly face behind the counter. We created a 12-part video series telling the story of a butcher from every state. This enabled us to authentically promote the key advantages and value add of shopping from independents. Our stories were amplified across digital and PR touchpoints. We drove traffic into stores with a consumer promotion to incentivise purchase and we successfully grew sales and foot traffic into the IRB channel by double-digits and once again the local butcher was top of mind again in the community.