Viewers across the social media landscape will soon know the Silver Fern Farms name as the New Zealand-based meat producer and exporter has announced its first-ever United States brand campaign. Titled Delicious Starts Here, the campaign features chef and influencer Max Greb, known as Max the Meat Guy, and shows how the company’s farmer partners take care of animals and the environment.
“We want U.S. consumers to see the commitment and passion of our farmers, and the management and care they provide at every point of the process. This makes Silver Fern Farms the future of delicious, grass-fed sustainable red meat,” said Nicky Cummerfield, Head of Global Marketing for Silver Fern Farms.
The Delicious Starts Here campaign uses a series of video and static formats, including a four-minute video and 30- and 10-second videos to tell the stories of Silver Fern Farms’ farmer partners, a release explained. Each of these will be launched across YouTube and other social media platforms, as well as in digital.
In each feature, Greb delivers the line, “I know meat, and this meat is great. It’s from Silver Fern Farms in New Zealand.” He then goes on to find out just what makes the company’s products so good by speaking to four different Silver Fern farmers who detail their dedication to craft and the natural beauty of their environment.
This campaign comes as consumer demand for conscientiously raised livestock has increased. According to data presented by Silver Fern Farms and Mintel, 60 percent of red meat eaters aged 18–34 are concerned about the environmental impact of raising cattle, with more than half saying animal welfare concerns impact what products they purchase. Additionally, 83 percent of consumers would pick a product that’s better for the environment, and 70 percent would pay more for sustainable products.
With this new campaign educating conscious consumers about Silver Fern Farms and its processes, now is a great time to add the company’s products to your meat department, and give your shoppers exactly what they are looking for.