MEAT & Livestock Australia’s (MLA) biggest beef marketing campaign launches this Sunday, aiming to reach 14.6 million Australians with the message: ‘Nothing beats Beef’.
MLA General Manager Marketing Glen Feist said the number of Australians who will see the two new TV commercials will be greater than that of any other beef campaign in MLA’s history.
“We want to remind all consumers in Australia - our biggest market - how iconic and integral beef is in their everyday lives by rekindling their love for beef,” Mr Feist said.
“The beef campaign aims to engage consumers on a deeper level, reviving the strong emotional bond Australians have with beef and getting it back on top of the weekly menu where it belongs.”
The first commercial features a wedding lunch, with a focus on the ‘alternate drop’ and the extremes guests go to to get the beef, rather than the white meat alternative.
At recent pre-campaign launches with retailers across the country, over 300 butchers got a sneak peak of the new beef campaign.
“99 per cent of the butchers agreed the new beef commercials would be a success with consumers and 90pc said they planned to use the in-store campaign materials, including the popular Entice magazine, posters and cabinet stickers.”
A consumer research study conducted by Millward Brown also indicates that the new commercials should have the highest impact on consumers out of any MLA beef campaign so far.
“The campaign is expected to change consumer perceptions, bringing back beef’s popularity.”
This fresh approach to marketing beef will build on the success of Entice magazine, which has been an essential ingredient that helped increase consumer expenditure on beef to a record high of $7.2 billion in 2009-10.
The new campaign will be supported by additional social media and public relations activities, including utilising chefs to get Australia’s food media talking about beef, and running an on-air competition that gives Australians the chance to win their ultimate ‘beef wedding reception’.
From this Thursday, view the new ‘Nothing beats beef’ television commercials online at www.mla.com.au/nothingbeatsbeef