Hewitt’s brand Cleaver’s Organic wins Campaign of the Year at the 2025 Organic Industry Awards.
THE brand behind Hewitt, Australia’s largest organic meat producer, Cleaver’s Organic has claimed the title of Campaign of the Year at the 2025 Organic Industry Awards presented by Australian Organic Limited.
Focusing on health benefits was the award-winning strategy behind Cleaver’s Organic “Seriously Organic, Seriously Good” marketing campaign, rather than the usual spotlight on ethics and sustainability credentials.
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.
“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,” Ms Barclay said.
“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, brought 115,000 new shoppers into the brand and drove a 56 per cent increase in online sales.
“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,” Ms Barclay said.
“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.
Ms 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,” she said.
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.
Source: Hewitt