Meat Standards Australia will launch its much-anticipated campaign to take the grading/tenderness guarantee scheme 'back to the consumer' in an activity starting in major capital cities tomorrow.

The campaign will start with a 'soft' launch including in-store point-of-sale material, re-acquainting consumers with the merit and value in MSA, with plans to build awareness through TV and other media starting in early 2012.

A subtle MSA re-branding will also be included.

The consumer re-engagement strategy was covered in detail on Beef Central back in August: "Future growth seen in MSA Four-Star products."

Full details on the launch on Beef Central tomorrow morning.