A York butcher who has shot to fame on social media has found himself receiving surprising new career suggestions – including a move to OnlyFans.
Luke Swales, 29, has worked at Knavesmire Butchers since he left school. His father Anthony opened the shop on Albemarle Road 30 years ago.
Last year, in an effort to educate people about local farming and boost exposure for the butchers, the team began sharing more content on their social media channels.
As the director and face of the brand, Luke became the star of many posts, showcasing their range of produce and special offers.
And one of his latest videos, in which he chatted with his shirt off but his apron, has been watched more than 350,000 times on TikTok and Instagram.
It’s not the first time he’s gone viral. Last December, a Facebook photo of Luke holding a large Christmas turkey was shared like mad – though not for the reason they expected.
“I had a photo of my hand up a turkey’s bum, and for some reason it just went viral,” he told YorkMix.
The image attracted thousands of reactions and comments, many focused on Luke himself. Some of the which included:
- “I’m a vegetarian, but all of a sudden I’m craving meat.”
- “I know where I’m coming next year then – all the way from Scotland!”
- “Never wished I was a turkey more than now.”
When asked how he felt about the response, Luke said, “Well, it’s publicity!”
Since then, the team have ramped up its social media efforts and expanded onto new platforms.
From topless TikToks, to supermarket vs butcher comparison videos, Knavesmire Butchers now covers all bases: Facebook, TikTok, and Instagram.
“We try to be both educational and fun, as just being serious all the time could get a bit boring,” Luke told YorkMix.
Some of his videos have reached over half a million views, drawing a mix of viewers, some genuinely interested in the farming, and others clearly there for different reasons.
“We’ve had people asking if I do OnlyFans,” Luke said. “Now, I’m definitely not doing that!”
Like all social media attention, the exposure has also come with a fair share of criticism – particularly from vegans.
“I’ve been called all sorts by typical Facebook people who don’t even have profile pictures,” Luke said.
Despite the negativity, the comments don’t get to him. “I wasn’t ever using social media to have people comment on my appearance or anything like that.
“I was doing it purely for the business,” he added.
The online attention has also brought new business opportunities. Luke now hopes to expand meat deliveries nationwide, following queries from potential customers from areas such as Liverpool and Ireland.
“It’d be great if we could use the social media traction to get something started,” he said.
As for what’s next, Luke and shop manager Sean Gallagher have promised new content this weekend.
“Me and Sean are going to have our tops off, just aprons!” he said.
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