National campaign aims to lift beef sales

AUSTRALIA - Meat and Livestock Australia (MLA) has launched a national advertising campaign to lift domestic beef sales by $300 million over the next three years.
calendar icon 20 October 2006
clock icon 1 minute read

The $2.8 million promotion will involve television, radio, newspaper and magazine advertisements starting from this Sunday.

MLA spokesman David Palmer says it has been seven years since beef has been promoted and it is important to keep consumers thinking about it.

"The ambition over a lengthy period through until 2009/2010 is to to increase the frequency of beef consumption from 2.3 meals to 2.6 meals per week," he said.

"There's a TV advertisement which is a bit quirky, a little bit of humour, that takes up back to the beginning of Australia, the beginning of white settlement in Australia.

"You know it's just a good story about beef and summer, and barbeques."


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