Meat and Livestock Australia last night launched its new metropolitan TV commercial heightening consumer awareness about the merits of the Meat Standards Australia tenderness guarantee scheme.

The ad features an appealing independent butchery window display, and emphasises the merits of grading as a means of delivering more consistent tenderness, juiciness and flavour.

Beef Central readers can click below to view the 30-second commercial, which airs until the end of February.
 

Readers may also be interested to view earlier video segments and consumer reaction prepared by Beef Central marking the start of Woolworths entry into the MSA program in January.

MLA’s strategy to re-engage with consumers over the merits of the MSA program was highlighted in an article last week “MSA consumer education campaign begins Sunday”.