The campaign aims to target time-poor families interested in nutrition, using the message “You’re Better on Beef”. MLA is highlighting the fact that beef is high in protein, iron and zinc.
Andrew Howie, MLA’s marketing manager for consumer programmes, said: “We want to remind busy working families about the benefits of eating beef. These families make up one third of Australian households and spend more than $2 billion on beef every year. We know they have a strong emotional desire to feed their families healthy, satisfying meals.”
MLA believes it needs to develop a stronger, revitalised message relevant to consumers all year round rather than traditional seasonal campaigns. The campaign, launching on 1 March, will include a television advertisement and a “multi-dimensional” promotional campaign of outdoor and shopping centre advertising, 30 second radio adverts, point-of sale posters, pack stickers and recipe cards, plus digital promotion across the “You’re better on Beef” Facebook page.
Howie added: “To get the most out of every day you need the right fuel and beef is the most nutrient rich of the popular proteins, perfect for sustained energy and fuelling healthy Australian lifestyles.
“We want Australians to feel inspired to eat more beef and be proud of their meal choices.”