ABOUT SAM

G'day - I'm Sam. I cook over fire, and I show my work.

Pig & Rooster BBQ started under my backyard patio in South East Queensland with a cheap pellet smoker with little to no BBQ knowledge - but with an absolute love for smoked meats. A few years on, it's now the home of simple low-and-slow: real day-to-day cooks, no fluff, and a little bit of the science of why it works.

These days it's bigger than BBQ. Throughout my page you'll find Pig & Rooster (flagship BBQ content), The Science of Slow (the craft, explained), and The Better Husband Series - the weeknight cooking that actually feeds a family.

How to be a better husband through food series
Sam Herbert with a glazed ham at his smoker
150K+
Combined social following
112.5K
TikTok followers · 901.9K likes
38K
Instagram · @pigandroosterbbq
AU-first
Audience strategy - Brisbane based, Australia focused
What I make

Three series, one cook

Pig & Rooster BBQ

Flagship series

The BBQ craft work - full cooks, honest timings, backyard-realistic gear. Where it all started, and still the main event.

The Science of Slow

YouTube + written series

The why behind the cook - Maillard, collagen, smoke chemistry. Craft with credibility, made for people who want to understand it.

The Better Husband Series

Family & everyday cooking

Weeknight dinners, family food, the stuff that actually gets cooked on a Tuesday. Proof there's more to me than a smoker.

See the series →
Work with me

I take briefs well beyond the smoker.

BBQ built the audience, but the work spans food, family and the Australian home. If your brand lives anywhere near the kitchen, the backyard or the weekly shop, there's probably a way to tell that story well.

BBQ & fire cookingFood & recipe developmentFamily & everyday cookingAppliances & hardwareGrocery & supermarketLifestyle
Brands I've worked with
OUR COWFYR REPUBLICGRILL SOCIETYHEAVENLY HELLCAPILANOTYPHUR

Let's talk.

Integrated video, recipe development, ambassadorships and owned-channel placements - across YouTube, Instagram, TikTok, this site and The Backyard Journal.

AudienceAU-skewed, 25-54, home cooks
FormatsLong-form, shorts, written, live
ManagementSlick Management
Get in touch sam@samherbertcooks.com.au