The first day of winter today heralds the official start of the ‘comfort food’ season. The mercury sinks, people dust-off their slow-cookers and casserole dishes and take mealtime indoors for the season.

Embracing this phenomenon, Meat & Livestock Australia is promoting the sharing of a beef meal with family and friends as the heart of its latest beef advertising campaign commencing this Sunday, June 3.

“Beef is the most popular meat sold on Australian retail shelves all year round, but sees a clear lift in sales of about 10pc in winter,” MLA’s group marketing manager Andrew Cox said, quoting Neilsen Homescan data.

“Winter is the perfect time to bring people together over a hearty and warming beef meal,” he said.

Last winter’s successful television commercial returns to screens carrying the message that winter is the season for ‘Beefgiving’. Consumers will also be encouraged to host a dinner party for ‘Beefgiving Day’ on July 14, traditionally one of the coldest days of the year, using a Facebook-based party planner.

Educating consumers on how to cook is an integral element of the campaign. The new Entice magazine outlines the variety of beef cuts available at different price-points and the array of dishes that can be created using them.

Distributed to more than two million people through participating independent retailers and supermarkets, the latest Entice features recipes such as beef stews, casseroles, curries, stir-fries and even a Greek pastistio.

The campaign, which ends in August, also includes print advertising and posters for display at retail level and beef sampling activities at the ‘Winter Festivals’ taking place in capital cities across Australia. To view MLA's upcoming winter campaign TV ad, click here.

• See Beef Central’s coverage earlier this week about wholesale re-valuation of secondary cuts over winter "Big seasonal shift in demand for grilling cuts."