‘Bring out the beef’ – new beef marketing campaign kicks off

AUSTRALIA - Australia’s cattle producers will soon get a chance to see where the recent $1.50 increase in the cattle transaction levy has been invested, with Meat & Livestock Australia today launching its largest ever beef marketing campaign.
calendar icon 20 October 2006
clock icon 3 minute read
Titled ‘Bring out the beef’, the extensive marketing campaign is set to run until 2010 and involves television, radio, point of sale, newspaper and magazine advertising supported by a comprehensive public relations push.

Kicking off on 22 October, the first promotion of the campaign – which will use the tag line ‘Summer’s here – bring out the beef’ - coincides with the change in season and in consumer eating habits.

MLA managing director David Palmer said the new beef marketing campaign is aimed at keeping beef top-of-mind with consumers. He added that the additional funds from the cattle transaction levy increase were vital in the development of the campaign.

“This latest campaign is a direct result of the recent increase in the beef levy. If that increase didn’t happen this campaign would never have seen the light of day,” Mr Palmer said.

“We are very excited by the new Bring out the beef campaign, which our research indicates will resonate with the Australian public. The summertime launch will help us take advantage of the natural change in eating habits and help beef reclaim summer meals.”

Mr Palmer said the Bring out the beef marketing campaign will utilise a variety of different advertising mediums, with each aimed at specific target audiences and delivering different messages.

“We are using a number of advertising mediums to really make sure our messages hit home,” Mr Palmer said.

“Our television and point of sale advertising will build the brand and push beef to consumers’ top-of-mind; our radio ads will get people thinking about beef for dinner tonight, and promotions in local newspapers will provide cooking tips in a bid to get the attention of consumers at home.

“On top of this we have also developed an exciting new free eight page food magazine called Entice, which will be available exclusively in butcher shops.”

The Bring out the beef summer campaign will be followed early next year with a campaign that is aimed at mothers and focuses on quick and easy beef meals for children.

The flagship 45-second TV ad, which will go to air in capital cities across Australia on 22 October, rewrites defining moments in Australia’s history in a humorous way and summarises - jokingly - the important role beef has played in important milestones in our nation’s development.

The television ad can be previewed at www.themainmeal.com.au/summerbeef or www.mla.com.au/marketing.

The goal of the campaign over the next three years is to increase Australians’ beef consumption from 2.2 to 2.6 meals a week.

The campaign is just one of a number of local and international market-specific strategies for beef that are being implemented which are funded by the cattle levy increase. The campaigns will benefit producers by aggressively promoting demand for Australian beef.

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