Silver Fern Farms encourages Kiwis to not eat their steak in new campaign via Special Group


‘Meat this good is worth respecting’ – Silver Fern Farms has launched a new campaign via Special Group New Zealand that suggests a five-minute rest before eating.


With mainstream New Zealand gradually moving from the dinnertime staple of meat and three veg towards flexitarianism, the nation’s red meat consumption has been in steady decline. Rather than spelling the end of steaks, this has seen red meat become more of a considered purchase instead of something that’s mindlessly thrown into the supermarket trolley.

The growth of free range and the long queues at the butchers pointed to one thing: people increasingly want meat worth respecting – something that every cut of Silver Fern Farms lamb, beef and venison has in spades.

To relaunch the brand in New Zealand, Silver Fern Farms has released an epic saga which follows Charles, a starving businessman, who finds himself adrift at sea and dreaming of the perfect steak. Feeling his hunger and longing throughout the film, you really feel his pain when he’s served a plate of perfectly cooked steak and then has to wait five minutes before eating it.

Shot by internationally acclaimed director, Adam Stevens, this is the first of several films to be released over the next 12 months and begins the story of ‘meat worth respecting’. The campaign will be seen across TV, online video, social media and outdoor.

Says Nicola Johnston, group marketing manager at Silver Fern Farms: “Building on our existing brand platform, ‘Delicious starts here’, this campaign helps reinforce our premium meat credentials as part of our quest to become New Zealand’s most loved meat brand.

“At Silver Fern Farms, so much effort, care and expertise go into bringing a delicious, quality product to the plate, that we believe it’s worth the wait.”

Says Matt Simpkins, group creative director, Special Group: “It took perfectly aged meat, a pinch of old salt, and a team of great chefs to achieve a rare result. Well done everyone involved.”

Silver Fern Farms
Nicola Johnston – Group Marketing Manager
Brenda Galbraith – Marketing Manager, USA & NZ

Creative Agency: Special Group
Tony Bradbourne – CEO/CCO
Rory Gallery – Head of Strategy
Storm Day – Head of Client Service
Matt Simpkins – Group Creative Director
Justin Butler – Associate Creative Director
Letizia Bozzolini – Associate Creative Director
Jo Kelly – Senior Producer
Ed Gunn – Strategy Director
Priyanka Patel – Group Business Director
Isabeau Brimeau – Business Manager
Madeleine Smart – Account Executive

Production Company – Good Oil
Adam Stevens – Director
Ginny Loane – DOP
Matt Long – Chairman / Producer
Andrew McLean – Executive Producer
Offline Editors – Luke Heigh & Lilly Davis
Post Production Grade – David Gibson
Online – Blockhead
Sound Composition – Cam Ballantyne / Beatworms
Audio – David Liversidge / Big Tree