Beef’s focus on provenance and quality

The next chapter in MLA’s domestic beef marketing campaign, ‘Australian Beef. The Greatest’ will focus on provenance and eating quality when its Summer Beef campaign is launched early February 2019.

The next campaign will demonstrate why Australian Beef is the greatest, and raise consumer awareness around the provenance of Australian Beef.

Inspiring customers to choose Australian

MLA Senior Brand Manager Beef, Samantha Warfield Smith, said key consumer insights had shown 41% of consumers don’t know that beef bought in Australia is Australian.

“We really want to dial-up the messages around where our Beef comes from and inspire consumers to feel pride in choosing, not just Beef, but the greatest meat on earth,” Ms Warfield Smith said.

“Getting consumers to realise and appreciate the benefits of locally produced Aussie Beef and position it as the highest quality product allows us to continue to build a strong brand equity in 'Australian Beef. The Greatest’, as well as increase the opportunity for consumers’ ‘willing to pay more’ for Beef.”

“New recipes will tie in with campaign launch to promote the convenience and versatility of Australian beef. We want to inspire people to cook, eat and serve Australian Beef for their easy mid-week dinner.

“Butchers have a crucial role in communicating the quality, convenience and provenance message to consumers. They are a primary source of information about where the red meat they sell comes from and the different cuts available to consumers to meet their needs for convenient meal options.”

The summer campaign

The eight-week Summer Beef campaign runs until 31 March across a range of platforms, including a 30-second TV commercial, online through digital and social media, as well as radio and out-of-home advertising.

MLA’s long-term beef campaign objectives include:

• maintain the mean number of serves of beef per week
• increase main grocery buyers’ (i.e. the main decision makers at the supermarket) endorsement of the statement “willing to pay a bit more” for beef
• restrict the percentage of main grocery buyers limiting consumption of red meat for health reasons.

Point of sale materials will be distributed mid-January 2019.