M.TAG.2151 - True Aussie Beef and Lamb
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 23 January 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
This project utilised digital and traditional media platforms to engage consumers and communicate positive attributes within Australia's red meat industry. It developed strategic partnerships with key consumer retail brands to support collaborative promotional activities and promoted Australian beef and lamb's positive points of difference and build consumer loyalty through promotional activities and immersions.
Objectives
This project covers the reporting period of 2020 – 2025 and addresses the following International Markets priorities for the MENA region:
Priority 1: Build brand equity for Australian red meat amongst targeted consumers.
Priority 3: Develop ‘educated ambassadors’ (staff, customers, media and influencers).
Priority 6: Deliver trusted and high quality insights (up and down the supply chain).
More information
| Project manager: | Sam Gill |
| Contact email: | reports@mla.com.au |
