The Clients


The Brief

Vic’s Meat required a campaign to drive the launch of their new retail business Victor Churchill, coupled with an online educational tool to encourage the general public to eat better quality meat. A platform with which to become more than simply a meaty supplier.

Our Response

Protein concepted ‘Ask The Butcher’ as an online interactive tool whereby the user could learn all about the cuts of meat and, once registered, post a question to be answered by the very best butchers in the world.

The animated portal also held the identity of the new retail store under wraps. Literally… we wrapped the entire Victor Churchill building in a 50ft butcher’s apron and 6ft cooking utensils. All designed to direct the customers to the online tool.

This was supported by ‘Ask the Butcher’ transport van advertising – and the launch of the world’s very first comprehensive butchery utility iPhone App and custom-designed cooking timer.

The Result

The ëAsk the Butcher ‘ Campaign has been a huge success and is recognised globally as a flagship foodie innovation.

The website was awarded a 2009 IMA Award for excellence in design and the iPhone App became the #1 Top Paid Lifestyle App, out-selling Jamie Oliver (okay, so it was only for 2 days – but that’s a pretty healthy flash in the pan!). Protein were awarded the 2010 Commercial Creativity Award by Anthill Magazine for the ‘Ask the Butcher’ Campaign.