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MLA Opting for Steak over Shrimp in Barbecue Battle

07 November 2012
Meat & Livestock Australia

AUSTRALIA- Meat and Livestock Australia (MLA) have stated their summer beef marketing campaign aims to have Australians throwing more beef on the barbecue this summer and banding together to let the world know that Australians love to throw beef steaks – not shrimps - on the ‘barbie’.

Andrew Cox, Meat and Livestock Australia’s Group Marketing Manager said: “A barbecue without beef is not really a barbecue. This campaign is all about correcting the myth created when Paul Hogan told the world we throw shrimps on the barbie all those years ago.”

“In a recent survey* conducted by Galaxy Research, 77 per cent considered steak to be the traditional Australian barbecue offering, rather than prawns at just nine per cent. This campaign builds on the strong connection Australians have with beef by encouraging them to cook even more beef steaks on the barbecue this summer."

The campaign launched on 4 November, and is fronted by beef fanatic, comedian and radio host Merrick Watts. He stars in a television commercial urging Australians to sign a Facebook petition for MLA to set the record straight with the line “I’ll throw another STEAK on the barbie for you”. In less than 24 hours the ad has already hit more than half a million views on YouTube.

The commercial will run for three weeks in major metropolitan areas and some regional centres and is supported by extensive digital media, radio, point of sale materials and outdoor activations.

A new issue of Entice magazine supports the campaign, providing consumers with beef recipes, tips and information on a range of cuts including rump, striploin and t-bone steaks, mince and short ribs. Two million copies of the magazine have been distributed nationally by retailers and major supermarkets.

The survey was conducted by Galaxy Research amongst 1,250 respondents in October 2012.

For more information about Galaxy Research click here.

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