CASE STUDY

KROO

The number 00-9 inside an elliptical or oval shape, with a simple line design.
City street scene with a bus advertising K-Roo sausages, parked next to a sidewalk, other cars and buses on the road, pedestrians walking, tall buildings and trees in the background, and street signs visible.

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.

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