South Australia-based Macro Meats has rebranded its kangaroo meat from Gourmet Game to K-ROO in a bid to encourage people nationwide to incorporate the uniquely Aussie meat into their diets.
The rebrand, by Sydney branding agency Tiny Hunter, has already resulted in a 20 per cent increase in sales. It included brand strategy, messaging, and visual look and feel which has been rolled out across packaging, website, social media, and print.
The official launch campaign ‘Eat Roo Too’, aims to build on this success and includes a flagship film.
Speaking of the new brand and campaign, Ray Borda, founder of Macro Meats and K-ROO, said: “Kangaroo is a uniquely Australian meat which is both incredibly healthy and sustainable. It’s 98% fat free and full of zinc and iron. It is never farmed, but sourced from the natural environment.
“Our ultimate aim is to encourage Australians to incorporate kangaroo into their diets alongside the staples of chicken, beef, pork and lamb. To do this, we knew that we needed to challenge the assumptions that surround kangaroo meat, such as the ease of cooking and the versatility.”
The new brand can already be seen online and in stockists including Aldi, Coles, IGA, Woolworths and Foodlands.