MLA launches Beef BBQ Squad summer video series

Beef Central, 03/12/2020

MEAT & Livestock Australia (MLA) has launched a new three-part video series as part of the latest Australian Beef Summer campaign, currently in market in the lead up to Christmas.

‘The Beef BBQ Squad’ features the familiar face of Brian-the-Butcher, along with Pip Pratt, Head Chef at Bistecca steak restaurant; Mitch Davis, Executive Chef and well respected BBQ food influencer; and Texan-turned-Aussie, Randi Thraves, from Smokin Hot ‘N Saucy BBQ in Newcastle, NSW.

The videos – which will run across Australian Beef’s social channels – will provide useful tips, tricks and recipe inspiration to help Australians take their BBQ pride with Aussie Beef to the next level this summer.

MLA Domestic Market Manager, Graeme Yardy, said the six-week campaign is designed to provide consumers with easy recipe inspiration as well as BBQ tips so that Aussie Beef is front of mind at meal time over the summer months.

“Australian Beef has assembled The Beef BBQ Squad of experts to elevate the humble barbecue to greatness as more Aussies are likely to be spending time at home in their backyards this summer,” Mr Yardy said.

“Heading into the start of summer and end-of-year holidays, it’s a time usually spent unwinding, celebrating with family and friends whilst enjoying delicious food in warmer weather – and what better way to do that than with Aussie Beef.

“Consumers have a vast array of choices when it comes to what to make for dinner. We know home-prepared meals feature in the Australian repertoire five to six times a week of which beef is a popular choice. Quick, easy and convenient meals remain in-demand with busy lifestyles.

“With a variety of cuts available, there are multiple ways to create versatile, easy, healthy and delicious meals for everyone to enjoy with Australian Beef.”

In addition to ‘The Beef BBQ Squad’ content across social channels, the campaign includes Aussie Beef recipe content across digital media and a partnership with Taste – with a Beef recipe gallery providing meal ideas for the family and supporting premium steak cuts to align with retail promotions in store.

The campaign also includes targeted outdoor shopping centre advertising, promotions in retail outlets and butchers point of sale material, as well as a targeted PR outreach with the Beef BBQ Squad members.

For more information on the campaign, or to view the content, visit or Australian Beef social channels.

Source: MLA














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