CASE STUDY

KROO

2023

Category Growth by Design

Sector

FMCG

Impact

DO YOU ROO?” turned a stagnant category into a conversation, driving cultural relevance, a 15% increase in brand sales, international viral momentum, and new consumers for the category and K-ROO.

Scope of Engagement 

Desktop Research, Strategic Category Planning, Campaign Creative, Media Strategy, Paid Performance Campaign, Multi-Channel Marketing and Media Campaigns, Food & Retail Design.

  • Uncovering a Category Challenge

    Although kangaroo meat is a sustainable, lean, high-protein red meat, previous research and desktop analysis revealed a stagnating category.

    Growth had plateaued, and few new users were entering the market despite K-ROO’s dominance on supermarket shelves. FEENEY dug into consumer insights to uncover the barriers: misconceptions, low awareness, and a lack of cultural relevance were preventing uptake.

    To break through, a campaign was needed that could challenge perceptions, spark curiosity, and start a new conversation about kangaroo meat.

  • Creating a Catalyst for Conversation

    To shift consumer behaviour, FEENEY developed and tested the bold campaign “DO YOU ROO?” deliberately designed as a conversation starter.

    Directed, edited, and produced in-house, the campaign used street casting, comedic timing, and exaggerated tone to create memorable, endearing characters that made K-ROO approachable and fun. This fresh, creative approach reframed kangaroo meat not as a niche or intimidating option, but as an accessible, everyday, and culturally relevant choice.

    The campaign spanned broadcast and digital channels, including YouTube, while being supported in-store with on-pack “Do You Roo?” stickers. The cohesive system created continuity from awareness to purchase, making the message impossible to ignore.

  • Validating and Owning a Category

    The “DO YOU ROO?” campaign went beyond advertising; it built a movement. Using bus backs, billboards, and street furniture, FEENEY bridged the journey from media to supermarket shelves, ensuring that consumers encountered the campaign on screen, on the street, and in-store.

    Video clips achieved viral traction, with international reach and cult-like sharing across YouTube. Most importantly, the campaign created a more approachable narrative around kangaroo meat, elevating brand recall, connecting with a broad consumer base, and driving new users into the category.

    By fusing strategic insight with creative disruption, FEENEY helped transform kangaroo meat from a misunderstood option into a mainstream choice.