Red meat. Be ready for anything
Back to School
With a third of our children’s daily food intake consumed at school, it’s critical we are packing a lunch box containing the right kind and quantity of food to meet nutrient requirements for energy and growth.
Turing red meat main meals into nutritious leftovers for school lunches that kids will love offers a solution to the lunch box dilemma facing mum’s.
The ‘back to school’ campaign includes Point of Sale, TV advertising and sponsorship, print and PR.
Point of Sale
A point of sale campaign launched on the 30th January 2012, to coincide with the Back to School period. The theme - 'turning red meat dinners into nutritious lunches' - positions red meat as a nutrient rich food ideal for the lunch box and offers a practical solution to the challenges mum's face in packing the school lunch box.
The recipe brochure and posters aligned to this campaign are available in butcher shops and red meat retail outlets.
Morning show and dinner time sponsorships
Additionally, MLA will be sponsoring breakfast television on Channel 9, Nutritious, healthy beef and lamb lunch boxes from kindy to year 12 will be shown as well as red meat cooking segments showcasing family meals. MLA's sponsorship also involves reaching viewers just as they are thinking about what's for dinner, with targeted afternoon media on Gem and GO!
Print
MLA's 'Turn Red Meat dinners into Nutritious Lunches' brochure will be inserted nationally into Woman's Dat, Take 5 and the Australian Women's Weekly, as well as print advertising featured in the latter.
PR
The PR campaign includes Accredited Practising Dietician and Spokesperson for the Dietitians Association of Australia (DAA), Kate Di Prima providing mum’s with practical tips to pack a nutritious lunch box. Red meat recipes that can be turned into nutritious lunches are included, as well as a five day lunch box meal with ideas for younger and older children. Research from an online questionnaire with over a 1,000 mum’s identifying the challenges they face in packing a healthy lunch box will also be included as part of the PR campaign.
TV commercials
Two TV commercials featuring Sam Neill will air throughout the Back to School period.
View commercial 1
View commercial 2
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