An extra $30K in weekend sales from a single AFL Grand Final campaign.
A targeted social media advertising and content strategy that turned AFL Grand Final weekend into the strongest trading weekend Bruce’s Meat had ever recorded.
+$30K
Additional weekend sales
AFL
Grand Final tie-in
1
Weekend campaign
Local
Adelaide butcher
Great product, invisible presence.
Bruce’s Meat had a loyal base of locals and a reputation for quality, but their social presence wasn’t matching the product. With AFL Grand Final weekend coming up — easily the biggest entertaining weekend of the year — they needed a way to show up in front of Adelaide customers at exactly the right moment and turn that attention into real weekend trade.
Strategy, content and paid media — built around one weekend.
Strategic Campaign Planning
We identified AFL Grand Final weekend as the major opportunity of the quarter and built a targeted content campaign weeks in advance — creating anticipation and positioning Bruce’s Meat as THE destination for Grand Final entertaining.
Content That Converts
Professional photography of their premium product range, behind-the-scenes prep content and strategic Reels showcasing Grand Final platters and specials. Every asset had a clear call to action driving people into the shop.
Targeted Paid Advertising
Organic content combined with targeted Meta advertising to reach local Adelaide audiences planning their Grand Final celebrations — geo-targeted, interest-targeted and lookalike audiences, all pointed at Bruce’s Meat.
How it came together.
The brief
Bruce’s Meat is a loved-local Adelaide butcher with a reputation for quality that stretches across their entire customer base. What they didn’t have was a social presence that matched the product. Foot traffic was steady, the regulars were loyal, and the meat was the best in the area, but online the business was almost invisible. Posts were sporadic. Photography was phone-quality. There was no real plan, no consistent voice, and no mechanism for turning social attention into in-store revenue. When AFL Grand Final weekend started appearing on the calendar, the Bruce’s Meat team saw an opportunity. The Grand Final is one of the biggest entertaining weekends of the year in Adelaide, and a butcher shop with quality product is exactly the kind of business that should be dominating that moment. They came to Fuel My Social with a brief that was tight and specific. Build a campaign around Grand Final weekend that could turn a loyal local butcher shop into the destination Adelaide customers thought of first when planning their entertaining.
The strategy and execution
The Fuel My Social team built the entire campaign around one calendar moment. AFL Grand Final weekend. Everything produced for Bruce’s Meat over the campaign window laddered back to that single event. Step one was strategic planning. We mapped the four weeks leading up to Grand Final weekend as an anticipation build, a product showcase week, and a final urgency push in the last 48 hours. Each phase had its own content focus, its own call to action, and its own paid advertising budget. Step two was content production. A professional photography and video shoot at Bruce’s Meat captured the premium product range, behind-the-scenes preparation, and hero Grand Final platters that would become the campaign’s main assets. Everything was shot at broadcast quality, not phone snaps with sale stickers. Step three was paid advertising. Organic social content from the shoot was layered with a targeted Meta advertising campaign aimed at local Adelaide audiences. The targeting was layered: geographic proximity to the store, interest in AFL and entertaining, behavioural signals around meat and grocery shopping, and lookalike audiences built from Bruce’s Meat’s existing customer base. Every ad pointed at the butcher shop itself with a clear call to action to visit ahead of the weekend.
+$30,000 in additional weekend sales.
The campaign delivered an extra $30,000 in weekend sales compared to the same AFL Grand Final weekend the previous year — driven directly by the social media content and advertising strategy that put the right products in front of the right Adelaide audience at exactly the right time.
Annualised, this same playbook has the potential to generate $360K+ in additional annual revenue when applied consistently across peak periods throughout the year — giving Bruce’s Meat a repeatable system for turning calendar moments into record trading weekends.
Bruce’s Meat on film.
Bruce’s Meat Brand Video
Bruce’s Meat — Product Film
Stills from the shoot.
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- hello@fuelmysocial.com.au
- 0451 245 589
- Adelaide, South Australia