Macro Meats, a family-owned Australian business, is the world’s largest retail distributer of wild kangaroo meat. It is the exclusive supplier to Australia’s supermarket chains and a major exporter. Faced with some clear challenges; confusing dual naming (parent company and brand name) and misconceptions about what kangaroo meat tastes like, and how difficult it is to cook, the company came to Tiny Hunter for help.
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 brought these findings to life with a new name, K-ROO, and a brand that is fun, family-friendly, and indicative of the delicious and easy to cook 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 the target audience – the busy families who already have too much on their plate and simply want a delicious, healthy, and easy meal.
The rebrand resulted in a 20 percent uplift in sales. Our favourite review of the EAT ROO TOO campaign film? ‘It’s made me realise how long it’s been since I had roo. I might even pick some up tonight. Shit, did advertising just have an effect on me? But yeah, funny as hell. Nice work Tiny Hunter.’
Content and copywriting
Film writing and directing
Writer and director of campaign film Stephen James King
Consumer research Leap Insight
Indigo Awards, Bronze Winner