Frida’s Field
Creating positive conversation around regeneratively farmed beef .
The Brief.
Use a special Nose-to-tail workshop and long lunch to showcase regeneratively farmed beef and highlight the holistically reared Angus-Wagyu cattle at Frida’s Field.
The Tactics.
I highlighted that Frida’s Field hosted this event to encourage people to can come together and taste the difference; be more conscious of where their meat comes from and how it is grown; and get excited about minimising food waste while using the whole beast and experiencing how delicious less "premium" cuts really are.
An educational release was shared about the controversy around the environmental impact of beef production that highlighted that not all beef is equal e.g. grass fed and finished beef that is raised with low-density stocking rates using rotational cell-grazing is completely different from mass produced grain-fed feed-lot beef.
The Results.
Through carefully curated conversation targeting key publications, Frida’s Field was featured in local and national publications such as T Australia, Concrete Playground, Destination NSW, Urban List, Gourmet Traveller Wine, Yahoo Lifestyle, and the Weekend Edition.
