Скачать или смотреть MEATIC - Meat the new love affair

Think of a really juicy and tender meat from Australia, ready to be given the love and attention it needs and deserves from a meat lover. This image definitely appeals to the connoisseur and this is exactly what the meatic campaign is all about.

The Australian juicy meat from Margaret River Fresh needed somehow a fresh start to reach the fresh beef lovers in Mauritius. But, instead of going wild into the media, we decided, like Cupid, to sensitively target those whose love would go wild about meat.

And as it is all about a love story waiting to happen, we inspired ourselves from the famous French dating website 'meetic.fr' where people connect themselves to find the love of their life, in our case, man and meat. So, with a nice play on words, we came up with 'meatic.mu' a dedicated website for meat lovers.

This dedicated website captured the huge passion for meat. More importantly, we wanted this website to be a reference for meat lovers, where they could learn and find all about meat be it recipes, the best bits, the where and when about specific dishes, all to guide the meat lover in his quest for fresh meat.

We also created a fictional chef called 'Justin Case' to offer additional tips and recipes that would inspire our meat lovers to get the best of their passion.

The whole communication began with what looked like the launch of a dating website, rather than an ad to sell fresh meat. Starting from small teasing ads, it was then followed by a press campaign that would show the fresh meat in all its splendour and link it to the 'meatic.mu' website.

From the intimacy of their computers or tablets, the meat lovers could then enjoy anything related to meat to their heart's content.

Almost a reference within weeks of its launch, with meatic.mu, love is in the hmmmm…