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Meat and Livestock Australia launches new campaign

By Jamieson Salter

A new beef campaign by Meat & Livestock Australia will focus on beef versatility by highlighting quick and easy beef recipes for mid-week meals.

The campaign will also reassure consumers the beef they’re buying is 100 per cent Australian.

MLA chief marketing and communications officer Lisa Sharp said the campaign would utilise path-to-purchase channels, including outdoor advertising and shopping centre advertising panels.

“Consumers have a vast array of choices when it comes to what to make for dinner,” Ms Sharp said.

“With increasingly busy lifestyles, quick and easy meals are more in demand.

“Beef’s brand positioning of Australian Beef. The Greatest. has provided a platform to showcase beef as a high quality protein.”

The campaign will run for six weeks and will have a strong focus on the path-to-purchase journey for the consumer to convert their intention to buy beef, during a busy retail period.

MLA consumer tracking showed consumers are willing to pay more for beef.

“While quality is crucial, many shoppers are influenced by more affordable or what are perceived to be easier-to-cook meal options, especially in the retail environment,” Ms Sharp said.

“The campaign addresses these insights to drive meal inspiration for ‘easy everyday’ whilst reinforcing beef’s trusted quality.”

The Australian domestic market remains the most valuable and largest market for Australian beef, consuming almost 30 per cent of total beef production volume.