Beef campaigns

You’re Thinking Beef 2022

Launching May 22, the new Australian Beef campaign titled You’re Thinking Beef will stamp beef’s position as the unbeatable protein choice in a range of popular mid-week meals.

Key Points:

• 85% of shopping missions for protein are for Mid-Week meals, making it the most competitive and important occasion to drive scale, frequency and volume.
• It is no secret that deciding “what’s for dinner?” can be a weekly battle for families and households. With increasingly busy lifestyles and more and more options available, consumers are looking for an easy, delicious and affordable solution to feed their families when it comes to weeknight meals.
• 40% of fresh meat purchases are made on the day of consumption highlighting that the decision-making process for midweek meals can be influenced until the last minute.

You’re Thinking Beef aims to drive sales volume and household penetration of beef. The campaign idea will provide a solution to the midweek consumer tension of “what’s for dinner?” and address the challenges of ease, versatility and satisfying the whole family with delicious beef meals. The campaign will deliver recipe inspiration, useful tips and tricks with an ‘always on’ approach commencing in May 2022 with subsequent bursts in August – Dec 2022 and in early 2023 for back to school.

The campaign will appear in above the line channels across retail proximity out of home, online video and social featuring the top 10 most popular midweek meals across a range of cuts such as steak, spaghetti bolognaise and stir fry. Additionally, activity will be supported by seasonal retail activations in store and in butcher POS to drive sales at the point of purchase.

Finally, an ‘always on’ influencer partnership will share quick and easy meals with beef at key moments throughout the year with a range of talent. Content will showcase delicious beef meals that can fit within the weekly repertoire and demonstrate the variety of beef cuts to suit every budget.