With research indicating a lack of cooking confidence when it comes to beef meals such as casseroles, this campaign aimed to encourage and educate consumers on how simple and easy they are to make.
View the beef casserole commercial here
A new edition of Entice magazine was developed for this campaign to demonstrate how easy it is to cook a delicious beef casserole.
Download a copy of the Beef casserole Entice here (PDF, 1.6MB)
The 30 and 15 second commercials ran for three weeks from 31 May in Sydney, Melbourne, Brisbane, Adelaide, Perth, and Tasmania. Advertising in over 250 shopping centres throughout Australia and advertorials in high reaching magazines, such as Australian Women’s Weekly, New Idea, and Woman’s Day was also used to entice consumers to cook beef casseroles over winter.
View the shopping centre advertisements here (PDF, 340KB)
In addition to Entice, a range of point of sale was provided to butchers and supermarkets to encourage consumers to cook a beef casserole. Point of sale materials included posters and pack stickers.
View the posters here (PDF, 674KB)
View the pack stickers here (PDF, 241KB)