The Ethical Butcher
Animal agriculture has faced significant criticism for contributing to climate change in recent years, but many of these assessments primarily focus on factory farming rather than regenerative practices. With rising consumer apprehension about environmental issues, our mission was to inform, educate, and inspire discussions about the advantages of regenerative agriculture for people, animals, and the planet. We organized their content into key themes and collaborated closely with The Ethical Butcher’s knowledgeable team to convey stories and facts in a clear and non-offensive way. The outcome was a committed and engaged community eager to make purchases once the site launched.
To raise awareness, we needed to demonstrate to investors that consumers preferred less meat but of higher quality. This required showing that there was genuine interest in our message. We leveraged storytelling, using a blend of organic and paid strategies to enhance The Ethical Butcher's brand visibility and promote discussions on regenerative agriculture and their crowdfunding campaign, ultimately raising over £350,000.
The next challenge was to sustain this momentum while they developed their website and anticipated its launch, followed by directing traffic to the site once it went live.
Creating a brand on social media around a contentious issue requires caution. We ensured that The Ethical Butcher appeared both confident and accessible. Our imagery and communication style addressed serious subjects in a way that resonated with a curious younger audience, blending the beauty of nature with the urban lifestyle of London. Establishing a strong brand foundation was less about proving their correctness and more about fostering dialogue and addressing tough questions.
The team at The Ethical Butcher is deeply committed to using business as a force for positive change. A significant part of our role has involved educating people on the importance of consuming high-quality meat and urging them to inquire more about their food sources. We did this by embracing transparency and never shying away from the truth. We continue to collaborate with the team, simplifying complex messages and sharing valuable insights. The Ethical Butcher maintains a friendly, confident, and open-to-discussion tone, which has fostered a loyal community that consistently supports their mission.
By utilizing well-crafted visuals from both our team and theirs, along with shareable graphics that have received substantial engagement, we created a compelling narrative that showcases their expertise and passion.
Key achievements include:
- £350,000 raised on Crowdcube
- 2000% audience growth in the first three months
- 2.5% sustained engagement rate
- 10+ significant requests for brand partnerships.