Social Meteor dishes up success for Harvey Beef’s ‘Worth It’ platform alongside Marketforce and Carat

Social Meteor has joined forces with Marketforce and Carat to inject a dose of personality and realness into Harvey Beef’s existing ‘Worth It’ platform.

Harvey Beef has brought WA’s finest quality beef to our tables for over 100 years. From date nights to family barbecues and every meal in between, Harvey Beef’s 100% premium W.A. beef deserves a spot at the table.

To demonstrate the role Harvey Beef can play in exciting mealtimes for Western Australians, the social component of the campaign was to act as a runway for the brand to attract a new, younger generation of customers.

And, with audiences shifting their focus more heavily to social and digital channels, an attention-grabbing element was crucial.

Following an extensive research and concepting period, the Social Meteor team landed on a 7-Day ASMR recipe series showcasing a range of Harvey Beef products – shot over two full days, with a meticulous post-production process.

“We chose to integrate an ASMR element to give the viewer a sense of immersion while viewing,” said Benjamin Hardy, Creative Director of Social Meteor. “It gives the sense of being in the room while the meal is being cooked and builds excitement and anticipation – which we felt was a new way to lean into ‘Worth It’.”

With a new video rolling out every day of the week, the series drove repeated engagement with Harvey Beef audiences – keeping the brand top-of-mind with aspirational, yet doable, meal-time inspiration.

Recipes including Beef Ghoulash, Steak Frites and Brisket Stuffed Potatoes garnered over 950K Engagements and 400K Video Views, totalling more than 2.3M Impressions in addition to radio, TV and out-of-home placements.

“Social Meteor are a pleasure to work with – they bring energy, expertise and a collaborative mindset,” said Alex Dullard, Head of Marketing (Beef Portfolio) at Harvest Road Group. “I was particularly pleased with the outputs for the recipe-a-day Worth It work – integrated to be part of the wider campaign but tailored to fit specifically for Socials & our targeted younger demographic.”

Since commencing their relationship with Harvey Beef, Social Meteor has grown the brand’s Instagram following by more than 14,000 users.