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Winter - the Season for Beef

01 June 2012
Meat & Livestock Australia

AUSTRALIA - The first day of winter heralds the official start of the comfort food season. The mercury sinks, people dust off their slow cookers and casserole dishes and take mealtime indoors for the season.

Sharing a beef meal with family and friends is at the heart of MLA’s latest beef advertising campaign which gives rise to the ‘Beefgiving’ season – commencing Sunday, 3 June.

“Beef is the most popular meat sold on Australian retail shelves all year round, but sees a clear lift in sales of about 10 per cent in winter*,” MLA’s Group Marketing Manager Andrew Cox said.

“Winter is the perfect time to bring people together over a hearty and warming beef meal,” said Mr Cox.

Last winter’s successful television commercial returns to screens carrying the message that winter is the season for ‘Beefgiving’. Consumers will also be encouraged to host a dinner party for ‘Beefgiving Day’ on 14 July, traditionally one of the coldest days of the year, using a facebook-based party planner.

Educating consumers on how to cook is an integral element of the campaign. The new ENTICE magazine outlines the variety of beef cuts available at different price points and the array of dishes they can created using them.

Distributed to more than two million people through participating independent retailers and supermarkets, the latest ENTICE features recipes such as beef stews, casseroles, curries, stir-frys and even a Greek pastistio.

The campaign, which ends in August, also includes print advertising and posters for display at retail level and beef sampling activities at the ‘Winter Festivals’ taking place in capital cities across Australia.

Find out more about Beefgiving season by clicking here.

TheCattleSite News Desk



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