Marketing Australian lamb to the world

Junee Prime Lamb is one of Australia’s leading producers of premium quality lamb.
Located in the beautiful Riverina district of NSW, this family owned and operated company supplies a full range of lamb products to customers throughout Australia, New Zealand, Asia, North America and the Middle East.

The brief

From humble beginnings in 1997 processing lamb, beef and pork for local customers, Junee Prime Lamb has quickly grown into a major Australian lamb supplier to a variety of domestic and international markets.

As such, the company recognised the need to increase their marketing efforts, particularly to help support the sales team when meeting with potential customers. Central to this was the development of a new website that better reflected the business offering.

In terms of the website brief, the team at Junee Prime Lamb wanted to focus primarily on the products and the ‘paddock to plate’ approach that delivers such high quality lamb. This meant less focus on the facilities and the actual processing capabilities.

The approach

Junee Prime Lamb engaged Platinum Campaigns to design and build the new website, with Business Copywriter appointed to produce the content.

In order to fully understand the business, we arranged a visit to Junee to meet the team face-to-face and see the operations first-hand. That’s right, a road trip!

This visit gave us valuable insights into how Junee Prime Lamb produces such high quality lamb, including the farm environment, the modern processing facilities, and the efficient packing and distribution capabilities. Occupying 182,000m2 and employing nearly 300 highly trained staff, the entire operation is extremely impressive.

We then worked closely with Platinum Campaigns to produce copy that accurately reflected Junee Prime Lamb’s quality approach and service offering.

The result

A professional new website featuring informative and engaging copy aimed at both domestic and international audiences.

Thanks to Heath and Fiona from Junee Prime Lamb for their time and support, and thanks to Annette and Jodie from Platinum Campaigns for being so damn nice to work with 🙂

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