Domestic marketing targets foodservice professionals

19 January 2017

Goat two ways
As part of MLA’s Masterpieces program – which educates foodservice professionals about whole of carcase utilisation – a new series of inspirational videos called Cut Two Ways were produced and activated through Rare Medium’s social media platforms during the period July-December 2016. Using influential chefs, the Cut Two Ways series is a visual feast showcasing two ways to use a specific cut. Celebrity chef Massimo Mele was engaged for the goat video, creating two Italian inspired dishes using goat shoulder. The video was promoted through Rare Medium’s Facebook and Instagram pages – gaining more than 57,000 views and generating positive commentary from the foodservice community. Watch the video and download the recipes here


12 Chefs of Christmas 
In the 12 days leading up to Christmas, Rare Medium ran a 12 Chefs of Christmas campaign across social media using influential chefs to promote the use of beef, lamb, goat and veal proteins over the festive period. Three of the 12 chefs chose goat to create a festive dish including Mitch Orr from ACME, Analiese Gregory from Bar Brose and Mal Meiers from Bennelong. Promoted through the Instagram platform, the dishes celebrate the versatility of goat and showcase how it can be easily incorporated into Australian festive menus. View the recipes here.

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