The BAckground

Goat is the most popular red meat in the world. There are few (if any) religious taboos limiting goat consumption and goat is an important component to the traditions of many faiths and cultures.  

Goat meat is also extremely healthy as it is high in protein and iron and low in fat and calories.  Despite these recognitions, and knowing that Australia is the world’s largest exporter of goatmeat, its share of the domestic red meat market is untapped. 

More so, the vast majority (over 90%) of the goatmeat produced in Australia is from range-land goats (some people know them as wild or feral goats) and the majority of that is exported.   

Boar goats are a specialist goatmeat breed, and high quality, farmed, branded Boer goatmeat products are very, very hard to find in Australia.  

To fill this gap, in 2014 House of Communications helped bring an innovation to the Australian red meat market by working with NSW farmers, Craig and Joanne Stewart, to launch a premium farmed goatmeat brand called The Gourmet Goat Lady. You can find out more about them here.

The Brief

Craig and Joanne Stewart commissioned House of Communications to grow their premium goat business. Originally marketed under the ‘BV Farm Fresh’ name and brand, and primarily distributing through regional NSW farmers markets, we helped transform their agribusiness to reflect the exceptional quality of their product and to access the untapped premium goatmeat market in Australia.

The Solution

Through detailed strategy development, guided by in-depth customer and market research, we recommended BV Farm Fresh be renamed and rebranded to reflect the distinctive personality and excellence of their produce.

We developed a comprehensive marketing and communication strategy and worked with an expert branding team, Freckle, to establish a brand that revealed the quality and uniqueness of the product across all touchpoints.

The Result

House of Communications launched The Gourmet Goat Lady brand at the 2014 Australian Chef of the Year competition in Sydney, where The Gourmet Goat Lady branded goatmeat was used a key ingredient in the national competition. 

The Gourmet Goat Lady now supplies leading provedores, restaurants, cafes and retailers with fresh branded produce, their product is a fixture on leading menus and they are considered the foremost producers of premium goatmeat in Australia.

The Gourmet Goat Lady has increased sales by a staggering 300% in the past two years. 

Details

Client:
The Gourmet Goat Lady
Category:
Branding
Launched:
May 1, 2014
Budget:
$30,000
Expertise Involved:
Analysis and Assessment
Strategy Formulation
Strategy Execution
Strategy Review
Story Framework
Narrative Development
Content Research
Authoring
Brand Strategy
Project Managment
Brand Management
Brand Evaluation
Re-branding
Full Marketing Mix
Research and User Testing
Website Development
Creative Content
Media Strategy
Media Campaign
Logo Design
Business Cards
A1 Poster
Poster Series
Distributor Sign
DL Brochure
Packaging

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