MLA actively supports the marketing of Australian red meat in Japan and undertakes numerous marketing campaigns to encourage increased sales of Australian beef and lamb in this important market.
“Everyone Feels Genki (Energy) with Aussie Beef!” Campaign, 2013
Ten amazing Japanese performers were selected for an online competition, who compete against each other with the famous Aussie Beef hand gesture (which represents the shape of the Aussie Logo) as part of their performance. Consumers judge who has the best “Genki” Pose for the chance to win a holiday to Australia. The performers range from an 80 year old body builder to a young hip hop dancer.
See the 10 videos on YouTube here!
This campaign was created to introduce Aussie Beef to all generations and across genders. The key message is that Aussie Beef comes from a clean, green natural environment and is a source of energy for everyone. The Aussie Beef hand gesture, which represents the shape of the Aussie Beef logo, is already well known among Japanese people over 30 years old, so the campaign leverages this high awareness and recognition, whilst also introducing it to the younger generations through social media and digital channels. Ultimately the aim is to gain increased brand awareness and increased sales of Australian beef.
Click on the video below to see the campaign trailer:
Aussie Beef 2013 Branding Seminar
It has been more than 50 years since Australia began exporting beef to Japan. To celebrate this long relationship, and to launch the new Aussie Beef branding, MLA held seminars in 5 cities around Japan with over 750 participants including Japanese importers, wholesalers, retail and food service.
Aussie Beef will continue to grow into the future, together with Japan.
Click on the video below to see the Aussie Beef 2013 Branding Seminar and interviews with Japanese customers of Australian beef.
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