Queensland Government
Attracting workers to the Queensland beef processing industry.
Stakeholder engagement | Key message development | Strategy development | Identity re-brand | Copywriting |
Toolkit and resource design | Digital marketing | Videography and photograph
The Challenge
Queensland’s beef processing industry is a vital engine of Australia’s agricultural economy, feeding global markets and employing over 40,000 people across the state. But a growing challenge loomed: a persistent, widening gap in the workforce. With staff shortages threatening productivity, the industry needed more than a recruitment push, it needed a revitalised identity and a smarter, more strategic way to attract and retain talent.
Our Approach
Queensland Beef isn’t just about great product, it’s about great people. Through strategy, storytelling and connection, we helped reposition the industry as a career destination, inviting more Australians to step in, step up, and power the future of beef.
When the Queensland Government stepped in to support the sector, they turned to us. Off the back of COVID-19 recovery and comprehensive industry consultation, we uncovered a clear opportunity: build a strong, unified platform that would empower beef processing operators, elevate the sector’s image, and turn workforce attraction into a long-term asset, not a constant struggle.
Our Solution
We didn’t just create a brand, we built a movement. Through a five-stage roadmap, we connected industry needs with compelling storytelling, practical tools, and a platform for change.
STAGE 1 – Understand the People
We mapped audiences and stakeholders to deeply understand their needs, motivations, and barriers to entry.
STAGE 2 – Strategise with Purpose
A robust content strategy laid the groundwork—defining what to say, how to say it, and where it mattered most.
STAGE 3 – Build the Brand
We brought the Queensland Beef processing story to life with a bold, fresh brand and website content that positioned the industry as diverse, future-focused, and full of opportunity.
STAGE 4 – Drive Awareness
Campaign activity rolled out to boost industry visibility, challenge perceptions, and spark conversations around careers in beef processing.
STAGE 5 – Keep It Growing
Monitoring and reporting ensured our approach stayed dynamic, data-driven and in sync with evolving industry needs.
Behind the scenes, smart search optimization ensured we reached travelers at the perfect moment: when they were imagining their next escape. Every element worked together to create not just awareness, but desire—a longing to experience the Tablelands for themselves.
Our Impact
One Voice, One Vision
For the first time, Queensland’s beef processing sector had a united front. The Queensland Beef website became the central hub for recruitment, education, and resources, positioning the industry with confidence and clarity.
Tools with Purpose
Operators were equipped with practical, on-brand tools to help drive their own recruitment success, elevating HR efforts across the board.
Perception Shift
What once felt like ‘just another ag job’ is now being seen for what it truly is: a skilled, essential, and meaningful career path with impact.
