Bindaree Beef Group Raises the Steaks with New Brand and Campaign

Naked Communications has launched a new consumer brand for Bindaree Beef Group (BBG), one of Australia’s largest beef processing businesses. Extensive portfolio and brand strategy work, alongside comprehensive consumer research, led Naked to create the premium brand, Bindaree, developing the brand identity, packaging, and retail communications.

The launch is the first consumer-focused brand from BBG following the results from consumer research into people’s evolving relationship with beef as a core protein of Australians’ diets.

Acting as a master brand, Bindaree includes a core tasty and tender range, alongside a select Bindaree Angus range and the specialist Bindaree Dry Age range. Bindaree is sourced from 100% Australian cattle raised on grass and then fed grain for an exceptional flavour experience.

Tim Kirby, managing director, Naked said: “The beef category in Australia has not been well set up to help the public understand it, navigate it and make the choices that lead to the tastiest results. The team at Bindaree Beef Group gave us the fantastic task of building a portfolio of brands to help Australians better select, and enjoy, beef, and the launch of Bindaree is the first step.”

Matthew Dwyer, senior brand manager, BBG added: “Naked’s work has helped BBG put the consumer at the core of the business and to start building brands from the ground up. We are pleased with the rigour and category-leading approach that has gone into the process and the outputs that have come as a result.”

Source: Campaign Brief

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