Fairbairn brothers feature in MLA’s new Australian Good Meat social campaign
Content creator brothers Jaxon and Lachlan Fairbairn have partnered with Australian Good Meat, a Meat & Livestock Australia (MLA) program, to share positive messaging around the red meat industry.
Known for their humorous takes on a wide range of topics, the brothers, who have 1.71 million subscribers on YouTube and 1.7 million followers on TikTok, visit four red meat production properties to showcase how producers care for their livestock and the environment.
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Having grown up on a mixed farming property near Murray Bridge in South Australia, the Fairbairn brothers are familiar with the red meat industry, and are in a unique position to tell the stories of red meat producers.
Dr Jane Weatherly, general manager for communications and adoption at MLA, said: “Jaxon and Lachlan are no strangers to farm life but are in a unique position to show their broad audience the reality of Australian red meat production.
“Through a range of humorous short videos on their social media channels, the brothers visited a range of red meat properties around the country and displayed their farm skills alongside those who work the land for a living.
“This social media campaign, which is aimed at a younger, metropolitan audience, will show that the Australian red meat industry cares about its animals and is committed to sustainability and the environment,” she said.
Lachlan Fairbairn said they were excited to help spread positive messaging on the Australian red meat industry.
“We feel that there is a perception that farmers don’t care about their animals which couldn’t be further from the truth,” he said.
“Farmers care for their animals both out of compassion and because a happy animal produces good meat. It is as simple as that.”
This campaign is part of a broader social media influencer program run by Australian Good Meat.
MLA’s Australian Good Meat platform partners with social media influencers to engage Australians with information on red meat production and its environmental, nutritional and ethical credentials.
A new video will be posted every week for the next three weeks on Australian Good Meat’s and Fairbairn Films’ social accounts.
It has already gained over 950,000 thousand views since its launch last week.
MLA’s 2023 ‘Influencer Farm Tour’ campaign has been shortlisted for Wednesday night’s Mumbrella CommsCon Best Influencer Strategy award, demonstrating the positive impact that the Australian Good Meat social influencer campaigns are having.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Australian Good Meat
Fairbairn brothers
Fairbairn Films
Jaxon Fairbairn
Lachlan Fairbairn
Meat & Livestock Australia
MLA
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