The Art of Australian Beef
Established in 1824, the Australian Agricultural Company (AACo) is Australia’s largest integrated cattle and beef producer and is the oldest continuously operating company in Australia. Globally recognised as leaders in the industry, AACo. produce some of the highest quality, most sought-after beef products and recently prepared for a major push into the luxury gastronomy market. The new marketing strategy required strong, consistent branding and high-end design that reflected their elevated ambitions.
(Re)Building a Brand Legacy
Crackler started working with AACo in 2018 (194 years after the company formed!) at the start of their brand repositioning project. This involved working closely with marketing managers, brand managers and sales teams to redefine the brand direction and produce a cohesive collection of sales and marketing collateral positioned for a variety of consumer markets across the globe.
Work included consolidating and developing the AACo. brand family, along with creating comprehensive brand guidelines, print and digital marketing assets, PoS materials, sales tools, packaging and HR materials to assist with finding and onboarding new staff.