E.CEM.2102 - Social influencers 2021
| Project start date: | 18 April 2021 |
| Project end date: | 30 March 2022 |
| Publication date: | 20 May 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | National |
Summary
Promote and defend red meat positioning via a social media targeting the flexitarian audience who are exposed to negative messages from the plant-based protein industry.
Objectives
• To measurably shift the perception of red meat relative to plant-based alternatives.
• To increase the presence, frequency and cut-through of positive messages about red meat on the relevant digital/social media platforms.
• To increase the number of influential and credible “voices” carrying positive red meat messages.
• To ensure impactful messaging reaches the target audience with the outcome that they feel “OK” about eating red meat and are armed with more accurate information abound red meat credentials Promote and defend red meat positioning via a social media targeting the flexitarian audience who are exposed to negative messages from the plant-based protein industry.
More information
| Project manager: | Desley Sheedy |
| Contact email: | reports@mla.com.au |
