MLA starts new campaign Red Meat Amazing Food

by Editor fleischwirtschaft.com
Wednesday, July 08, 2009

Not only is the brain the smartest microprocessor on the planet, but also the focus of Meat & Livestock Australia's (MLA) new campaign, Red Meat Amazing Food.

To be launched nationally on 12 July, the campaign which includes a new television commercial starring actor Sam Neill and an orang-utan named Dennis, will describe how five critical nutrients found in red meat are required by the brain to help perform everyday activities such as thinking clearly, concentrating, and remaining alert.

These nutrients are iron, zinc, omega-3, vitamin B12 and amino acids. Red meat is the largest contributor of bioavailable iron and zinc in the Australian diet1, and the second largest contributor of long chain omega-3 polyunsaturated2 fatty acids.

Building on previous campaigns such as ‘evolution' (Red meat. We were meant to eat it), ‘vitality' (Red meat feel good) and ‘iron deficiency' (the Iron Campaign), ‘Red Meat Amazing Food' takes red meat to a new and unexplored level - the healthy mind. 

According to Veronique Droulez, MLA's marketing manager (nutrition), it is important to reinforce the message that red meat is a nutritious food for many reasons including its ability to provide critical nutrients that are not widely found in many foods.
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