Brand
Inside The Bold Strategy Using Humor To Win Over Skeptical Meat-Eaters One Video At A Time
Social media influencers Jaxon and Lachlan Fairbairn partner with Australian Good Meat, a program launched by Meet & Livestock Australia (MLA), for a new campaign sharing positive messages about red meat producers.
The program features brothers visiting four farms across South Australia and New South Wales to showcase animal care and environmental practices to their substantial following, especially among younger, metropolitan audiences, MLA has announced.
The Fairbairns, known for humorous videos reaching 1.7 million YouTube subscribers and 1.7 million TikTok followers, grew up on a mixed farming property near Murray Bridge, South Australia. Their campaign with Australian Good Meat features videos from SA Cattle Company, Wunderbar Lamb, The Food Farm, and Yeo Farm.
“Jaxon and Lachlan are in a unique position to show their broad audience the reality of Australian red meat production,” says Dr. Jane Weatherley, MLA’s General Manager for Communications and Adoption. “This campaign will show that the industry cares about animals and is committed to sustainability.”
The videos depict the Fairbairns displaying farm skills alongside workers, aiming to counter misperceptions about ranchers’ treatment of livestock. “Farmers care for their animals both out of compassion and because a happy animal produces good meat,” says Lachlan Fairbairn. “It is as simple as that.”
Australian Good Meat provides information on cattle, sheep, and goat farming with a focus on animal welfare, environmental protection, and nutrition. The program partners with influencers to engage Australians on red meat’s credentials.
This campaign continues MLA’s influencer efforts after its 2023 “Farm Tour” earned a Mumbrella CommsCon award nomination for “Best Influencer Strategy.” As the program gains traction, diverse creators develop innovative content highlighting the industry’s positive stories.
The Fairbairns’ videos, launched March 21 across Australian Good Meat’s and their own Instagram and Facebook, have already garnered over 950,000 views. New videos will continue weekly for three more weeks as Australian Good Meat deploys influencers to reshape metropolitan perspectives.
