Case Study: Cleaver's

In 2023 Sarah was engaged as the global marketing lead across the Hewitt portfolio of six brands. A key part of this role was re-positioning leading organic meat brand Cleaver’s to unlock growth by bringing the brand’s ethical credentials to life and build mainstream appeal.


Starting with developing a compelling, differentiated brand strategy with Hewitt Marketing guru Anthony Toovey, we developed and implemented a marketing plan which more effectively conveyed the business’ outstanding sustainability credentials. As a leading Australian organic meat business with high animal welfare credentials, beef & lamb that’s raised on free range organic pastures and 100% carbon neutral, we commissioned consumer research to better understand key category drivers, fine tune the brand messaging and bring the brand to life via a fresh new look, new website, product innovation, new packaging, industry and product awards, a new advertising campaign and customer engagement program.

Combined, these elements delivered 20% + brand growth and established a new benchmark for ethical meat business in Australia.


  • Brand Strategy
  • Advertising
  • New Product Development
  • Customer Marketing