Following a successful rebrand, kangaroo meat company K-ROO wanted a launch campaign that would get consumers talking. It needed to bring to life the brand’s humour and sense of fun whilst normalising the purchase of kangaroo, and showing just how easy it was to cook, and how delicious it tastes. The launch campaign centred on a brand film which perfectly captured the target audience – the busy families who already have too much on their plate and simply want a delicious, healthy, and easy meal. The film was served up with a good dose of Aussie humour which garnered positive comments and attention across social media and PR.