Beef campaigns
Nothing beats Beef Campaign
MLA's 'Nothing beats Beef' marketing campaign aims to remind consumers of all the things they love about beef – the deep satisfaction beef provides, its desirability and its superior quality.
To draw attention to the BBQ season, the summer campaign uses powerful imagery to appeal to all the senses. An extension of the successful 'Trust Your Beeflex' campaign, it aims to capture consumers in and outside the home with the core message 'Nothing Beats Beef'.
Summer 2011
The campaign will serve as a reminder to Australians that nothing beats the amazing smell of sizzling beef, and is sure to make mouths water nationwide, led by advertising headlines such as 'salivating' and 'drooling'.
The campaign will kick off with newspaper advertising announcing the 'start of the BBQ season' just as the footy season ends. It will feature the successful Beef BBQ TV commercial from 2010, which will run on major metropolitan and regional networks from October 16th. To maximise the BBQ summer theme, the campaign will largely focus on 'out of home' billboard media, as well as digital screens and coasters in pubs.
Retail point of sale will include posters, pack stickers and wobblers to remind consumers to include a beef BBQ meal in their regular repertoire. In addition, Entice magazine will provide delicious and practical summer BBQ ideas such as beef burgers with tomato relish and tips for cooking the perfect steak.
The campaign incorporates digital elements, with the 'nothing beats beef' facebook page hosting competitions and the MLA's 'Beef Essentials' iPhone app available for download. The app provides well tested and detailed information to teach consumers how to cook their steak, allowing for variations in cut, size, cooking method and doneness. It is sure to be a hit.
MLA's BBQ Beef campaign will stretch over a full 6 months, capitalising on what is as important as any other season for Australian's.
Winter 2011
MLA's latest Beef marketing campaign aims to remind consumers that 'Nothing beats Beef this Winter'.
The new campaign includes retail point of sale (posters, pack stickers, bunting and wobblers) to inspire consumers to cook a range of delicious beef meals this winter – from roasts and curries, to pies and casseroles.
A new edition of the popular Entice magazine has also been developed to give consumers tips and recipes to help them cook these mouth-watering beef meals – available through participating butchers and supermarkets nationally.
Additionally, a new TV commercial will air from the 1 June in all capital cities and selected regional markets. Public relations, online and radio promotional activities also form part of this winter beef marketing campaign.
The Royal Wedding
MLA harnessed the hype created by the Royal Wedding of Prince William and Kate Middleton by airing its successful beef wedding TV commercial in the week of the event. 
In addition to this, a tactical beef print advertisement titled 'The cutting of the wedding steak'' appeared in New Idea magazine and in butcher stores nationally as a point-of-sale poster.
Autumn 2011
To continue the beef message over autumn, MLA re-aired the successful 'Beef Wedding' TV commercial.
The 'Beeflex' campaign continued at retail with point of sale materials, including posters, cabinet stickers, POS stickers and beef cooking tips.
The aim of these activities was to create a desire for a range of beef cuts and meals such as T-bone steaks, beef stir-fry, sausages and rissoles.
Entice magazine
The new issue of Entice magazine provides barbecue tips, showing consumers how to cook a range of beef cuts.
Download the latest copy of the Entice magazine
View previous issues of Entice magazine
Point of sale material
In addition to Entice magazine, a range of point of sale materials were distributed to retailers to encourage consumers to cook a range of beef barbecue cuts.
Other activities
Online promotional materials and, magazine and PR activities also formed part of this campaign.
More information
For delicious beef recipes and cooking tips visit themainmeal.com.au
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