Australian BeefClient
Cooking With DanielleProject
Content · OGB - SYD
Cooking with Danielle
With the rising cost of living putting pressure on household budgets, Australians were thinking more carefully about what went into their shopping baskets. Aussie Beef wanted to remind people that beef can still be an affordable, versatile and delicious option for everyday meals.
The goal was simple: encourage more Australians to choose beef by showing how easy it can be to create great meals at home, whatever the budget.
We partnered with renowned chef Danielle Alvarez to create a two-season YouTube series featuring 10 easy, inspiring recipes designed for real Australian households.
From weeknight dinners to family favourites, each episode showcased practical ways to cook with beef while highlighting its flavour, versatility and value. We then transformed the long-form content into a suite of short-form videos for Facebook and Instagram, helping bring meal inspiration to Australians wherever they were scrolling.
Supported by a targeted paid media strategy, the campaign reached audiences at scale and encouraged people to see beef in a fresh and accessible way.
The campaign achieved significant reach, demonstrating strong engagement across platforms. There was a notable uplift in brand awareness for Aussie Beef and a marked improvement in its appeal, particularly among younger audiences.
Production Partner: Buffet
Results
2 million+ people reached
3.3 million video views
184,000 ThruPlays
112% average watch rate, demonstrating strong audience retention and repeat viewing
30,000 engagements across reactions, comments, shares and clicks
...No matter if it’s a glamorous campaign launch or a BAU social content calendar, I always feel that they bring their best. There’s a saying – culture eats strategy for breakfast – and I certainly think ogb is an agency that has continued to create and hire to foster a great agency culture.
Derek Lau, Brand Manager, Meat and Livestock Australia