New domestic beef marketing in Australia

by Editor fleischwirtschaft.com
Monday, July 19, 2010

Meat & Livestock Australia (MLA) announced a marketing relaunch for beef marketing with a new $5 million domestic beef campaign endorsed by the MLA Board.

Newly appointed Marketing General Manager Glen Feist said the new beef marketing campaign is designed to get consumers talking about beef again, and help achieve an increase in domestic beef consumption this year.

At this year’s domestic marketing taskforce, peak councils and industry representatives gave MLA a clear message that they wanted a beef consumer campaign that engages consumers at a higher level, leveraging the emotional bond Australians have with our fantastic product, he said.

Since 2008, MLA’s beef campaigns have focussed on the convenience and versatility of cooking beef meals, with ‘Entice’ magazine at the foundation playing a solid role in changing consumer cooking behaviour and attitudes.

The new beef campaign will build on the success of ‘Entice’ magazine by encouraging Australians to “trust their instincts” by reminding them of the things they love about beef – the deep satisfaction it provides, its desirability and its superior quality.

The strategy involves bursts of campaign activity at optimal times of the year, taking advantage of Australian consumers’ desire for different beef meals, such as barbecue cuts and casseroles, at different times of the year according to the seasons.

The first phase of the new campaign will be launched during October at the beginning of the summer barbecue season as part of an integrated consumer program including food media, retail, nutrition and healthcare professional initiatives.
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