MLA Greatest Butcher On Your Block Campaign 2022

THE CHALLENGE

The independent butcher channel was experiencing an ongoing challenge where shoppers were favouring supermarkets when purchasing meat for the ease and convenience. Our mission was to inspire consumption of Australian Beef & Lamb during the Summer season and drive purchase from the Greatest Butcher on their block and give them a reason to support their local independent.

THE CHANNEL

Independent Butchers

THE SERVICES

Strategy, Creative, Social, Consumer Promotion, Activation, Content Creation & Food Photography

THE INSIGHT

People are cooking at home more than ever before, but they are also on the hunt for new, tasty meal ideas that don’t take forever to cook to break up their go-to mid week meals. Australians lead busy lifestyles and are always looking for ways to make life easier. They want options that are healthy, balanced and most of all delicious to keep the whole family happy. Australian Beef and Lamb are the perfect solution for everyday meals. It was MLA’s mission to encourage Australian’s to use the expertise of their local butcher to select the best cuts of meat for mid week meals and inspire them on what to cook.

THE SOLUTION

For the fourth year running, we inspired Aussies to get creative with their cooking and to whip up delicious meals everyday of the week in 30 minutes with the help of our independent butchers. We kicked off the campaign with an interactive event hosted by Chef Guy Turland where influencers were tasked to cook up a storm with a Butcher’s Mystery Box Challenge using different cuts of Aussie Beef & Lamb in 30 minutes. The integrated campaign was across social, digital and in-store touchpoints with consumption inspiration content and a consumer promotion to drive foot traffic and sales in the independent butcher channel. The activation performed extremely well, especially with our digital and social amplification resulting in over 1.5M opportunities to be seen creating a flow on to a healthy growth in penetration for Aussie beef and lamb during and after the campaign.