KARAN BEEF Launches Ground-Breaking “Making the Cut” Brand Campaign

KARAN BEEF, the largest beef producer in Africa, recently launched an innovative brand campaign, Making The Cut. The comedy talk show is aimed at all South Africans and is hosted by their brand mascot, BEEF, who “grills” South African celebrities in a studio environment.

A series of spots, launched across social media, take a humorous approach to each celebrity’s career, shining the spotlight on their achievements, personalities, and behind-the-scenes anecdotes. The campaign started in March and has featured such celebrities as rugby legend and coffee entrepreneur Kobus Wiese, singing sensation Kurt Darren, TV and movie star Desmond Dube, standup comedy star Joey Rasdien, radio star Poppy Ntshongwana, rap legend Jack Parow, and singing sensation Refentse Morake getting up-close and personal with South Africa’s beefiest and most fearless talk show host.

Other top celebrities, including Blue Bulls and Bok icon Naas Botha, renowned actor Alvin Bruinders, and model turned TV host Minki van der Westhuizen are waiting in the wings for their turn at chewing the cud with BEEF. Will your favourite South African celebrity “make the cut”? Keep watching to find out!

Over the last 4 months, Making The Cut has taken off, with over 35 million impressions nationwide. The campaign continues to grow, with new episodes and snippets being released regularly.

Making The Cut aims to spread the KARAN BEEF promise of quality while delivering prime-class humour. “We wanted a unique way to share our message of quality beef products for all,” says Matthew Karan, Marketing and Sales Director at KARAN BEEF. “So, we decided to launch Making The Cut, a comedy show that appeals to all South Africans. The idea of bringing this character to life appealed to us, as BEEF drives the show, putting celebrities in the hot seat.”

Why Making The Cut?

KARAN BEEF continuously sets the benchmark for excellence and quality. Making The Cut showcases this humble family business in a positive and approachable light, as a brand for all South Africans.

“All our beef products are of the highest quality, no matter where you buy our meat,” says Matthew Karan. “We go to great lengths to ensure all our beef products have the same Class A standards for all our stockists across South Africa. We are a brand for everyone, to be enjoyed by everyone.”

Making The Cut was launched in March, across social media platforms, with the full episodes being aired on YouTube, Facebook, and Instagram. Catch up on the latest episodes of Making The Cut or follow Making The Cut on Instagram (@makingthecut_beef) or Facebook (@makingthecutbeef).