macka’S paStoral

Annual commercial female sale

The Macka’s Pastoral Commercial Female Sale is a long-running annual campaign built on consistency, trust, and a shared long-term vision.

Now four years into the campaign, the partnership between Stray Studio, TNM Creative Media and Macka’s Pastoral has settled into a steady, trusted rhythm. What started as a clear direction has become a refined and repeatable approach, grounded in understanding the program, not just promoting it.

Each year builds on the last. The story gets sharper, buyer confidence grows, and the work continues to show up across digital, print, video and sale day.

“This is steady progress, thoughtful breeding, and a program built to last.”

Watch campaign video

project Scope

From strategy to sale day.

A clear, grounded approach to telling the Macka’s Pastoral story in a way that builds trust and carries through the campaign.
- Built around a deep understanding of the operation, not just marketing it
- Refined messaging to reflect breeding decisions, consistency and program strength
- Structured to work across video, digital, print and sale-day touchpoints
- Designed to be repeatable and strengthen the brand over time
Multiple days on-farm capturing the content needed to build out the full campaign.
- Filming and photography across cattle, people and operation
- Selected and shaped content to form the backbone of the campaign
- Delivered across:
  - Hero video
  - Sale video
  - Social reels
  - Meta ad content
  - Brochure and website imagery
- Focused on capturing what sits behind the visuals, not just what it looks like
Development of key sale and supporting materials used throughout the campaign.
- Commercial Female Sale brochure design and rollout
- Sale Yard Signage
- Digital & Print Ad Design
- A4 folders for sale-day materials (health treatments, AI sires, key information)
- Visual alignment across all campaign assets
- Designed to be clear, practical and easy to use in a sale environment

Build out of the 2026 Female Sale page as a central hub for the campaign.
- Hosted all key content including video, brochure and sale information
- Integrated contact points and enquiry pathways
- Structured to make information easy to access for buyers
- Aligned with campaign messaging and visual direction
Targeted rollout of content to maximise reach, engagement and buyer intent.
- Strategic posting across Instagram and Facebook
- Meta ad campaigns targeting relevant agricultural regions
- Retargeting based on engagement and website activity
- Ongoing community engagement and interaction
- Performance tracking and reporting throughout the campaign
Management and delivery of physical marketing materials to support the sale.
- Print production and coordination of sale brochures
- Mail-out distribution to 4,000+ recipients
- Ensured alignment between print and digital campaign
- Delivered practical, consistent materials that supported buyer confidence