A film that tells a story of British Beef

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Sainsbury's

Charlie and The Perfect Steak

One of Sainsbury's values is Sourcing with Integrity, which ensures they work with British suppliers who care about doing the right thing. Sainsbury's came to us to help bring this value to life for their customers.

Problem

The demand for cheap, plentiful food all-year-round means many retailers have to source produce from all over the world. This creates some big sustainability challenges. Despite being one of the biggest retailers in the UK, Sainsbury’s still has strong values at its core. One of these values is Sourcing with Integrity, which ensures they work with British suppliers who care about doing the right thing.

Solution

Charlie is one of these suppliers, a British farmer who has made it his mission to produce the "perfect" steak, and do it in a fair and ethical way. To tell Charlie’s story, Sainsbury’s asked us to make a short film about his farm; how it got to where it is now and, with Sainsbury’s support, where Charlie hopes it will go in the future. We spent two days on Charlie’s amazing farm, interviewing him about these practices, filming his wonderful animals, and of course, tasting his amazing beef!

Impact

The film became one of Sainsbury’s most popular sustainability videos, receiving nearly 110,000 views on YouTube alone. It was used both internally and at events, and gave viewers an insight to the face behind their steak.

110,000

views