Client: Meat and Livestock Australia.
Problem: Meat and Livestock Australia wanted to increase beef sales and help Australian beef farmers get through the tough winter season.
Idea: Beefgiving Season. Just like turkey at Christmas and lamb on Australia Day, we created a brand new national holiday in the middle of winter, which encouraged Australians to reconcile and reheat cold relationships with hot meals of beef.
My role: Concept Development.

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Film
Beefgiving Season was launched with a “viral” film aimed at one of Australia's coldest relationships at the time. The film received more than 200,000 views in its first week.

Social
A Facebook app helped users organise Beefgiving Season get-togethers. Invitees could vote for which beef meal to be served and choose what to bring.

Print
A print campaign helped remind people that the best way to warm up in the cold winter months, was with a hot beef meal.

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Case study

Results
- 15% increase in winter sales
- 250k video views
- The campaign doubled MLA’s facebook fans
- Received massive free PR across numerous major Australian news sites – became the number one story on news.com.au.
- "The most successful Facebook page in Australia." - CJ Hudson Client Partner, facebook June 2012

Awards
- Caples - Bronze - Viral Video Marketing
- ADMA - Bronze - Product Manufacturing and Distribution
- ADMA - Finalist - Creative, Art Direction
- ADMA - Finalist - Creative, Integrated