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How A Sydney PR Agency Served up Meatstock’s 10-Year Anniversary

Man wearing a dark cap with a logo bites into a large piece of grilled meat outdoors against a blue sky.
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It all started with a call. Would a Texan BBQ Festival work in Australia?
UMM’s answer: Hell yeah. 

When Meatstock founders Simon and Jay wanted to kick off an event bringing together Australian meat lovers to celebrate the joy of barbecue and grilling, they knew it would be big. But how big? Very, really. As they say, everything’s bigger in Texas.

But even the best ideas have to start somewhere. If you build it, they will come, but it would still take a lot of effort – and a lot of meat – to turn epic thoughts into epic reality.

Fast-forward to 2026, and Meatstock has become the biggest music and barbecue festival in Australia. Originally debuting as a single-site festival in 2016, Meatstock has grown into a multi-site travelling event over the past decade. It has transcended borders over the years, uniting BBQ lovers in Hamilton, Toowoomba, Bendigo, Melbourne, Sydney and even as far away as New Zealand by serving up a hearty dose of music, mayhem, and, of course, meat.

From the jump, Sydney PR agency UMM has been the driving force behind the festival’s 2026 PR, crafting a unique brand identity and targeting TV, radio, online, and print media to bewilder and boost genuine public interest in the barbecue wonderland. 

UMM continued to secure national and local coverage from a wide range of journalists (carnivore converts) to drive renewed buzz and sell out tickets at three events in 2026, including festivals in Toombawoomba, Sydney and a Meatstock’s Gippsland debut. The Sydney PR agency’s efforts helped attract over 80,000 hungry fans at what is now the Southern Hemisphere’s largest BBQ Festival. 

Pushing brands beyond, and the veggies to the side. For 2026’s festival, we achieved…