New domestic marketing campaign reinforces beef’s nutrition credentials + VIDEO

Jon Condon, 27/02/2015

“You’re better on Beef” is the new message behind Meat & Livestock Australia’s latest marketing campaign built on reinforcing beef’s health credentials.

Targeted at time-poor families with nutrition high on their agenda, the campaign is backed by a strong nutritional message that emphasises beef’s health benefits as being high in protein, iron and zinc.

“We want to remind busy working families about the benefits of eating beef. These families make up one third of Australian households and spend more than $2 billion on beef every year.  We know they have a strong emotional desire to feed their families healthy, satisfying meals,” MLA’s Marketing Manager Consumer Programs Andrew Howie said.

“To get the most out of every day you need the right fuel and beef is the most nutrient rich of the popular proteins, perfect for sustained energy and fuelling healthy Australian lifestyles.

“We want Australians to feel inspired to eat more beef and be proud of their meal choices,” Mr Howie said.

Click the Youtube link below to see the ad before its launch this Sunday.

A recent review of MLA’s consumer beef marketing program revealed the need to develop a stronger, revitalised message relevant to consumers all year round rather than at traditionally seasonally-focused campaign periods.

Launching on Sunday 1 March, the campaign’s television advertisement draws parallels with the sporting world and the notion that life is a sport, showcasing Australians approaching everyday challenges, fuelled by the benefits of eating beef.

The television advertisement will screen on free to air and subscription channels and is supported by a multi-dimensional promotional campaign of outdoor and shopping centre advertising across major capital cities and key regional centres, 30 second radio ads, point-of sale posters, pack stickers and recipe cards in retailers and independent butchers and digital promotion across the “You’re better on Beef” Facebook page.

Source: MLA


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  1. Paul D. Butler, 06/03/2015

    A positive step in the right direction.

  2. Peter Vincent, 27/02/2015

    A video which targets every-one using every-day situations which are very real to highlight the importance of iron and balanced nutrition. I’m impressed.

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