Summer 2013-14 – Throw another steak on the barbie
The summer beef campaign returns this year to remind Australian's to 'Throw another steak on the barbie'. Following on from the successful 2012 campaign, this years campaign aims to reinforce the message that it is beef, not shrimps, that Australians barbecue.
Barbecue fanatic, comedian and radio host Merrick Watts returns to front the campaign, to correct the myth once and for all that was created by a 1984 Tourism Australia commercial when Paul Hogan incorrectly told the world we 'slip shrimps on the barbie’. The truth is Australians love beef. And here, shrimps are short people and we don't throw our short mates on the barbecue - we invite them around for a steak.
Additional promotions including outdoor advertising on bus shelters and in shopping centres, digital and social media will encourage Australians to throw a steak on the barbie, and invite their short friends to enjoy a delicious steak too.
The campaign is supported by in store posters, wobblers, tray tickets and pack stickers. A new mobile phone app, SteakMate, has been developed to help Australians buy and cook the perfect steak every time.
Winter 2013 - warm up with your winter favourites!
As the days get shorter and the winter weather sets in, we all have our favourite ways to keep warm. From woollen scarves and fuzzy jumpers to ugg boots - none can compete with a hearty beef meal!
The Winter campaign aims to remind Australian's that when they're craving hearty meals, beef is the superior choice due to its versatility, range of suitable cuts and physically warming traits. In winter, beef sees a natural spike in sales because people love eating hearty meals like beef curries, casseroles and roasts making it a natural time to promote the superiority of beef winter meals.
The campaign includes a new national TV commercial, that takes a light-hearted look at the many ways Australian's try to stay warm, including hearty beef meals. In-store promotional activities include posters, stickers and wobblers.
There will also be strong presence in outdoor media, including posters in bus shelters and high foot traffic locations where consumers are most exposed to the cold.
To further strengthen the association between the colder winter weather and warming beef meals, 250 outdoor poster sites will be dispensing 'temperature sensitive' beef recipes via smart phones. Using 'near field communication' technology, the recipe ideas will be tailored to the current weather at the poster site and can be accessed using an app or scanning the QR code.