Inner West Happiness

The Challenge
Vic’s Meat Market is a premium butcher supplying to the top 20 restaurants in Sydney. But Inner Westies are already buying their meat elsewhere and locals hate paying for parking at the fish market (where the new retail shop is).

We developed an outdoor campaign that talks directly to this audience. Our creative encourages trial in the irreverent tone that ‘speaks’ to locals, showing that we’re part of the community. And of course, we treated new customers to special offers including free parking.


We launched site-specific billboards in the area, and an incentivised letterbox drop to 50,000 locals. We also made a fun set of coasters distributed to all local hotel hang outs.


This campaign has just gone live, but footfall has already notably increased.