A British butcher keen to raise awareness of the quality of locally-sourced produce has found inspiration from an unlikely source: the Kardashians.
Sam Wass, the director of the Great British Meat Company, has created a spoof web tv series set on a Northumberland farm called Keeping Up With The Cowdashians – a parody of the American reality tv show Keeping Up With The Kardashians.
The first episode aired on April 27 and introduced viewers to Kim Cowdashian and her "sisters" Khloe, Kourtney, Kylie, and Kendall, all living together at Wallhouses Farm.
“Kim..she’s the vain one. I keep catching her looking at herself in the water trough,” says Bryn, the chap responsible for the show’s PR.
Predictably, (given the large volumes of internet chatter devoted to reality-tv star Kim Kardashian's rump in real-life) the barn star’s backside is a talking point in the first episode, and we learn that Khloe, a.k.a “the grumpy one” doesn't like Kim's antics - particularly when it comes to competing for male attention.
“Äll sisters together... until the big handsome bull pops his head over the gate,” Bryn warns.
Media-savvy Kim Cowdashian has already gained the competitive advantage by starting her own Twitter and Instagram account where she posts about farmyard fashions.
The show is picking up a lot of attention on social media channels and the quirky marketing strategy appears to be paying off for The Great British Meat Company.
Watch a trailer for Episode 2, 50 Shades of Hay, below:
Perhaps an Aussie beef farmer might have a herd of haughty heifers he or she could turn into the next "Desperate Hoofwives" web tv series?