Meat and Livestock Australia has launched a social series which leverages the power of comedy to celebrate the meat connoisseurs and remind Australians to support local butcher shops.
The tongue-in-cheek series, Comedians + Butchers Talking Meat – the Cleaver of Destiny, sees Mel Buttle, Dilruk Jayasinha and Lizzy Hoo master occasion-related cooking challenges set by the eponymous cleaver.
Each comedian is joined on their quest by a local butcher, who dishes up expert advice and tips to help them master their challenge.
The Precinct MD Henry Motteram said the Cleaver of Destiny has been gifted from beyond to share the love of red meat and showcase the ancient and profound art of butchery.
"The comedians do not choose the cleaver, it chooses them," he said.
The first episode in the eight-part series rolls out on the Australian Butcher’s Guild YouTube channel, with Buttle tackling the 'family favourites' challenge alongside Billy Gibney from Meat at Billy’s (QLD).
The campaign will roll out for the next 8 months across YouTube and paid social accompanied by a recipe series from chef Andy Hearnden – better known as Andy Cooks - and PR activity.
The campaign comes as over 50% of Australian households admit that they still don’t shop at the butchers, according to NielsenIQ Homescan data.
Meat and Livestock Australia's GM of marketing and insights, Nathan Low, said butchers are true connoisseurs of meat, offering Australian shoppers so much more than a great cut.
"Whether they need expert advice on acing the perfect beef roast; inspiration to mix up their midweek dinner; or guidance on an extra special cut for their next date-night, they’ve got you covered," he said.
“We also know when shoppers walk into a butcher, they’re more likely to over index on Beef and Lamb purchases. So, reminding Aussies the true value of the butcher is important for the category but also the Aussie red meat industry."
Credits:
Production agency - The Precinct
Creative Director: Michelle Galluzzo
Creative: Tim Green, Brendan Cain
Producer: Henry Motteram
DOP: Miles Rowland
Photographer: Emma Plummer
Editor: Brendan Cain
Colourist: Piers McDonald
PR, Influencer and Social Agency – One Green Bean
Managing Partner: Lauren Bailey
Senior Account Director, PR: Molly Dodwell
Account Director, Social: Amy McCann
Account Manager, Social: Sarah Hutt
Account Manger, Influencer – Caoilfhionn Blane
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