Branding Category

Entry Title:

K-Roo Rebrand

Category:

Professional Branding

Position:

Bronze

Design Director:

Ara ISIDRO

Design Team:

Creative Director - Emma Scott Designers - Ara Isidiro, Phoebe Cheong, Shelly Healey

Company:

Tiny Hunter

Client:

K-Roo / Macro Meats

Individual Credit:

Emma Scott, Creative Director, Tiny Hunter

Individual Credit:

Ara Isidiro, Designer, Tiny Hunter

Individual Credit:

Phoebe Cheong, Designer, Tiny Hunter

Individual Credit:

Shelly Healey, Designer, Tiny Hunter

Advertiser/Brand:

Tiny Hunter, AU

Advertiser:

K-Roo / Macro Meats, AU

Background Macro Meats, a family-owned Australian business, is Australia’s leading provider of kangaroo meat. Macro Meats approached Tiny Hunter with some clear challenges around its brand and market position. This is included confusing dual naming (umbrella company and brand name) and some misconceptions in terms of the target market’s understanding of the product and the brand. It was exactly the type of project Tiny Hunter loves to roll up their sleeves and get involved with. Objective To increase sales and market share To position kangaroo meat alongside chicken, lamb, beef, and pork as a normal every-day meat to add to your diet To combat the misconceptions that kangaroo is difficult to cook, tastes too ‘gamey’, and is not versatile Approach We started with a body of consumer research and in-depth strategy work which resulted in a robust foundation for all creative work that followed. It ensured everyone had a clear understanding of the consumer, a relevant point of difference for the brand, and a system of messaging to ensure the bridge between the two. This was brought to life with a new, much more approachable brand name ‘K-ROO’, and a new brand identity and tone of voice. This was applied across a range of touchpoints including the packaging, website, print collateral and upcoming campaigns, all with the consumer at the heart. Results Since the rebrand, there was been a 20% increase in sales nationally, plus national online and TV coverage of the new brand and packaging. Tiny Hunter also worked on the launch campaign ‘Eat Roo Too’ which included a launch film shown on PlayBack TV and digital channels, plus electronic mail, and additional online assets. The campaign has had substantial traction and reach across all channels.