Cleaver’s Organic’s ‘Seriously Good’ named Campaign of the Year at Organic Industry Awards

Focusing on health benefits was the award-winning strategy behind Cleaver’s Organic new “Seriously Organic, Seriously Good” marketing campaign created in conjunction with c&c, rather than the usual spotlight on ethics and sustainability credentials.

And clearly, it’s working. A flagship brand for Hewitt, Australia’s largest organic meat producer, Cleaver’s Organic just won the title of Campaign of the Year at the 2025 Organic Industry Awards presented by Australian Organic Limited (AOL).

Hewitt’s Head of Brand Eloise Barclay said this award marks a strategic shift in the way organic meat is marketed in Australia.

From humble beginnings in 1998 as a family butcher shop in Neutral Bay, Sydney, to national ranging by Coles as of this month, Cleaver’s Organic has taken organic red meat from a niche product to an everyday family staple.

Says Barclay: “Our market research and customer segmentation showed us health-conscious customers were looking for the same thing: healthier, leaner protein options for themselves and their families.

“That’s why for this campaign, we made a strategic decision to focus on what makes 100 per cent grass-fed and finished organic red meat better for people, the land, and animals in our ‘Seriously Organic, Seriously Good’ campaign.”

The campaign, which ran from September 2024 to April 2025, reached millions, and helped reshape consumer understanding of organic meat.

Relying on television and digital platforms, the campaign brought 115,000 new shoppers into the brand and drove a 56 per cent increase in online sales.

Retailers responded with increased support. The campaign also influenced broader industry thinking, positioning Cleaver’s Organic as a strategic partner in growing the organic category.

Says Barclay: “The campaign introduced three clear messaging pillars: better for you, better for animals, better for the land. These were used to educate consumers on the health, welfare and environmental benefits of certified organic meat.”

Premium imagery, influencer-led recipes and targeted storytelling helped position organic meat as a smart, everyday choice rather than a niche indulgence.

Says Barclay: “This campaign was about making organic meat feel relevant to more Australians. We wanted to show that organic isn’t just about farming practices, it’s about health and quality. We’re proud to have brought more people into the organic category.”

For Hewitt, which manages more than 5.6 million acres of Australian organic farmland, which in turn supports more than 200,000 animals, the award is further recognition of its leadership in sustainable food production.

The company was the first in Australia to achieve Regenerative Organic Certification and continues to invest in initiatives that support soil health, animal welfare and long-term industry resilience.

Barclay acknowledged the brand’s producer network who set the benchmark for organic meat in Australia, with genuine care for animals, land, and people: “Their dedication makes it possible for us to share our story and promote the brand with confidence.”

Among these are Tony and Matt Schutt, the father and son team behind Arrabury Pastoral Co, who were named finalists in the Best Producer category thanks to their work in certified organic beef production across three million acres of Queensland’s remote Channel Country. Organic lamb producers Garry and Tracy Hannigan from Churinga were also finalists in this category.

“The success of this campaign is a win for every producer, retailer and consumer who believes in a better way to farm and eat. We’re building a food system that lasts, and that starts with helping people understand why organic matters,” adds Barclay.

Hewitt:
Rebecca Smith, Chief Marketing & Sustainability Officer
Eloise Barclay, Head of Brands
Tyler Cox, Brand and Creative Partner
Ben Stuart, Marketing Coordinator
Bruce Kidd, Graphic Designer

Agency Partners:
Agency: c&c
Team: Corine McGregor, Maggie Gardyne, Ronan Heal, Ali Puchala, Lorenzo Fernandez & Angela Weeks
Production support: Take Studios