YAGABURNE BEEF

With a great product and a solid customer base, the time was right for Yagaburne to expand.

For more than half a century, Scott and Libby Glasser of Yagaburne Beef have raised premium quality beef using stud Poll Hereford bloodlines.

With sustainability and integrity at the forefront of everything they do, the result is their award-winning Yagaburne beef.

When MR was first engaged, Yagaburne had been supplying a number of butcher shops in regional Queensland, but was looking to increase their market share.

Research demonstrated a continuing demand for free-range and HGP-free beef both domestically and internationally, which aligned perfectly with Yagaburne. So, with MR’s help, they set their sights on a two-pronged approach that would prioritise the Australian market in the short-term and international markets in the long-term.

When there’s not a lot to separate your end product from another, how do you stand out?

Initial steps involved a brand workshop to unify the key stakeholders around a broader business and marketing strategy. These insights were then applied through a 12-month marketing plan, starting with the rejuvenation of Yagaburne’s brand. In order to achieve cut-through in a highly competitive market, MR helped reposition Yagaburne as a more premium offering, harnessing the family story to build consumer trust.

MR created a completely new visual identity for the brand, including a modernised suite of B2B and B2C marketing collateral, custom photography, as well as development of key messages and establishing an online presence. These assets were then utilised through a supplier and foodservice engagement plan, which identified prospective customers and outlined activities to increase brand awareness and strengthen relationships for future growth.