The Brief :

Protein were asked by Vic's Meat to create a campaign that would grab the general public and encourage them to look at the meat produce they were consuming.

All linked to building awareness of the new retail store development in Woollahra. The brief was simple... get as many people excited about our shop as possible.

The Concept :

Protein began by 'wrapping' the entire construction area in a giant butcher's apron and chalkboard announcing the competition.

Quite a sight in the middle of Woollahra - suddenly the street seemed more like Lilliput! The shop grabbed a huge amount of attention on a street level.

This was then underpinned with a 4-ton Isuzu truck that was wrapped to look like a giant mobile chalkboard encouraging the public to 'Ask The Butcher' and educate themselves.

The Result :

All elements drove the audience toward an engaging and fun online experience with the chance to win vouchers each month until opening.

To date the competition has been a huge success with 80% of entrants into the competition being new customers that want to know more about the brand.

Existing customers have responded to the new service and signed up for regular updates.

Guess What! :

Vic's Premium Quality Meat's retail store construction ends next month (July 2009).

The name of the retail store is being kept under wraps for now...

Once revealed - the site will be a feast for the eyes!