AUCKLAND, Wednesday: With mainstream New Zealand gradually moving from the dinnertime staple of meat and three veg towards ‘flexitarianism’, our nation’s red meat consumption has been in steady decline.
Rather than spelling the end of steaks, this has seen red meat become more of a considered purchase instead of something that’s mindlessly thrown into the supermarket trolley.
The growth of free range and the long queues at the butchers pointed to one thing: people increasingly want meat worth respecting – something that every cut of Silver Fern Farms lamb, beef and venison has in spades.
To relaunch the brand in New Zealand, Special Group and Silver Fern Farms have released an epic saga which follows Charles, a starving businessman, who finds himself adrift at sea and dreaming of the perfect steak.
“Meat this good is worth respecting – Silver Fern Farms suggests a five-minute rest before eating.”
Feeling his hunger and longing throughout the film, you really feel his pain when he’s served a plate of perfectly cooked steak and then has to wait five minutes before eating it.
Shot by internationally acclaimed director Adam Stevens this is the first of several films to be released over the next 12 months and begins the story of ‘meat worth respecting’.
The campaign will be seen across TV, online video, social media and outdoor.
“Building on our existing brand platform, ‘Delicious starts here’, this campaign helps reinforce our premium meat credentials as part of our quest to become New Zealand’s most loved meat brand,” says Nicola Johnston, group marketing manager at Silver Fern Farms.
“At Silver Fern Farms, so much effort, care and expertise go into bringing a delicious, quality product to the plate, that we believe it’s worth the wait.”
Special creative director Matt Simpkins: “It took perfectly aged meat, a pinch of old salt, and a team of great chefs to achieve a rare result. Well done everyone involved.”
CREDITS
Client: Silver Fern Farms
Group Marketing Manager: Nicola Johnston
Marketing Manager, USA & NZ: Brenda Galbraith
Agency: Special Group
CEO/CCO: Tony Bradbourne
Head of Strategy: Rory Gallery
Head of Client Service: Storm Day
Group Creative Director: Matt Simpkins
Associate Creative Director: Justin Butler
Associate Creative Director: Letizia Bozzolini
Senior Producer: Jo Kelly
Strategy Director: Ed Gunn
Group Business Director: Priyanka Patel
Business Manager: Isabeau Brimeau
Account Executive: Madeleine Smart
Production Co: Good Oil
Director: Adam Stevens
DOP: Ginny Loane
Chairman / Producer: Matt Long
Executive Producer: Andrew McLean
Offline Editors: Luke Heigh & Lilly Davis
Post Production
Grade: David Gibson
Online: Blockhead
Sound Composition: Cam Ballantyne / Beatworms
Audio: David Liversidge / Big Tree
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