CASE STUDY
Australian Meats
2024
Opening a New Market
Sector
Food & Beverage / E-commerce
Impact
FEENEY turned a wholesale product into a bold D2C brand, unlocking new revenue, reshaping perceptions, and putting Macro Meats at the forefront of e-commerce.
Scope of Engagement
Brand Identity, Trademark, Packaging, Visual Styling, Photography, Shopify Website, Customer UX, Klayvio Templates, Launch Strategy, Execution.
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A New Brand, Building from The Ground Up
Macro Meats had long been recognised as the global leader in kangaroo meat, with its flagship K-Roo brand dominating supermarkets and foodservice.
However, as consumer behaviour shifted toward convenience and online shopping, a new hypothesis emerged: could a traditionally retail-driven product succeed directly to consumers? FEENEY dug into this bold vision, analysing consumer attitudes, purchase behaviours, and the emerging e-commerce food landscape.
Our work uncovered both the appetite for sustainable protein and the barriers holding the category back, from low awareness and misconceptions about game meats, to logistical hurdles in delivering chilled products directly to households.
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A New Market, Not a New Product
Innovation didn’t require inventing something new, only reframing what already existed. While kangaroo meat was familiar in supermarkets and restaurants, selling it directly to consumers online represented an untapped market. FEENEY explored past research, purchasing patterns, and category attitudes, revealing opportunities for repositioning the product through a new channel.
Executive workshops identified the need for a brand that could break through misconceptions, resonate with modern food values, and compete in a crowded e-commerce space.
The result was Australian Meats, a category-first online marketplace for naturally harvested meats. With the IP trademarked, brand identity secured, and the name optimised for digital search, the brand created a new relationship with a digitally connected audience seeking sustainability, convenience, and taste in equal measure.
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A House of Brands Strategy, Multiplying Impact
From day one, FEENEY designed a brand architecture that went beyond a single product. Australian Meats was created as a scalable platform, capable of housing future naturally harvested products under one premium, ethical, 100% Australian identity.
The styling system was crafted to appeal to both adventurous cooks and everyday households, positioning the brand as aspirational yet accessible.
By integrating cold-chain logistics, seamless Shopify functionality, and considering customer experience journeys, Australian Meats didn’t just launch a new channel; it built the foundation for a future-ready house of brands that can expand with consumer demand.
