AUSTRALIAN beef will be promoted as a quick and easy meal option as part of the industry’s latest domestic winter beef marketing campaign.
Utilising the ‘Australian Beef. The Greatest’ brand platform which was launched a year ago, the industry’s latest marketing activity will reinforce and demonstrate beef’s versatility and ease through different cuts and cooking methods.
MLA’s new campaign will offer consumers tips and recipes to make quick and easy mid-week meals using beef.
It will build on the existing year-round promotion of Australian Beef – focusing on key messages to Australian shoppers over the winter months using a number of channels including TV, radio, online, as well as ‘path to purchase’ promotion.
The campaign will include activities on television, online, radio and outdoor advertising:
The campaign will also include accredited practising dietitian and nutritionist, Jaime Rose Chambers, who will help give Aussies some simple tips and quick, easy and nutritionally balanced recipes featuring Australian Beef to get through the cooler months.
MLA chief marketing & communications officer Lisa Sharp said the latest round of domestic beef marketing activities was influenced by latest consumer data and insights which pointed to the need to combat the single most important fresh meat category driver – ‘easy everyday’.
“Consumers are increasingly looking for proteins that they consider easy and convenient to use and this presents a significant opportunity for Australian Beef to showcase its natural versatility and ease of use,” Ms Sharp said.
“Our marketing needs to be targeted and effective in order to drive demand for Australian Beef domestically and ultimately return value to levy payers.
“Since its launch a year ago, our new brand platform of ‘Australian Beef. The Greatest’ has tapped into the latest insights that point to the need to reinforce the natural strengths of Australian Beef with consumers such as versatility, nutrition and provenance.”
For example, analysis of the latest data showed that confidence to choose the right cut is a barrier at point of purchase beef for some consumers.
“This campaign will therefore feature a strong focus on helping consumers who have an ‘intent to buy’ beef, and converting that into a purchase,” she said.