Beef Mince. Get into it
In the 2009 Beef mince campaign, Laurie Lawrence, ‘National Coach of Australia’, was on TV encouraging all Australians to “raise the bar and break new ground and do more with beef mince” by going into their local retailer to pick up the latest edition of Entice magazine.
Sure we love Spaghetti Bolognese, but the time has come to remind consumers of other delicious meals that can be made with Beef mince. Research has shown only 2% of consumers cook mince dishes such as meatloaf and lasagne regularly compared to 31% indicating they cook Spaghetti Bolognese regularly*.
View the Beef mince commercial featuring Laurie Lawrence here (MPEG, 3MB)
Download a copy of the Beef mince Entice here (PDF, 6MB)
Media
The 45-second TV commercial (TVC) aired in all capital cities from the 8th February 2009 for 2 weeks. The commercial was supported by a sponsorship of the Better Homes and Gardens TV program. This sponsorship saw Beef incorporated into the show’s content with Fast Ed cooking 2 Beef mince meals.
The TVC was also supported with extensive magazine coverage in:
- Australian Women’s Weekly
- Better Homes and Gardens
- BBC Good Food
- New Idea
- Woman’s Day
- Take 5
- That’s Life
- Weight Watchers
Point-of-Sale (POS)
In addition to Entice, a range of POS was used in retailers to encourage consumers to do more with beef mince.
POS materials included posters, ticket toppers, and pack stickers.
View the posters here (PDF, 500KB)
View the pack stickers here (PDF, 190KB)
(* The Leading Edge)
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