Sustainable beef and lamb farmers want people to become ‘Bettertarians’
Sustainability agencies Republic of Everyone and The Bravery are encouraging consumers to have a better idea of the food they’re eating in a campaign designed to create awareness of Target 100, a sustainability initiative of the Australian beef and lamb industry.
Featuring chef and TV personality Darren Robertson, a judge on Recipe to Riches, and sustainable food advocate Rebecca Sullivan, the campaign tracks their journey from paddock to plate as they encourage consumers to ask questions about where their food comes from.
The campaign launched with a 30-second teaser video which introduces the food philosophy of being a “Bettertarian”.
https://www.youtube.com/watch?v=zg-9gfVebFM&feature=youtu.be
It, along with social media and online assets and infographics, pointed audiences to a central website which housed Robertson and Sullivan’s documentary, Journey of a Bettertarian.
Founder and strategist at The Bravery Valentina Zarew said: “The strategy behind this campaign was to genuinely invite Australians to participate in a two-way conversation about where and how their food was raised, in the aim of encouraging them to make better choices.”
The 13-minute, three part documentary follows Robertson’s and Sullivan’s trip to Bangor Farm as they learn about the way Target 100 farmers work with the environment.
Complementing the launch of the documentary is a national PR and social media campaign which is designed to introduce the Bettertarian.
The campaign was funded by Target 100.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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