Lamb
The marketing of Australian lamb is centred on the 300 million plus population of the United States, Australia’s largest lamb export market.
A world class and award winning web site has been developed specifically to educate trade and consumers about Australian lamb. The site includes information on Australia’s world class lamb industry, where-to-buy, recipes, cooking and handling tips and nutrition for the consumers and information on products, safety, suppliers, resources and recipes for the trade.
www.australian-lamb.com
Consumer
Awareness and per capita consumption of lamb in the United States is low at approximately 0.5kg. Through the use of a range of efficient marketing mediums it is our goal to increase this figure. In response to market research MLA has developed new consumer advertisements and an accompanying recipe book Easy. Any Day. Our goal is to outline the key features of Australian lamb and provide consumers with a range of delicious seasonal recipes.
E-Marketing
The goal of this program is to increase ‘top of mind’ awareness of Australian lamb in the lead up to peak consumption periods by providing our 50,000 ‘qualified’ subscribers with seasonal recipe reminders and information on product attributes, encouraging them to become advocates for Australian lamb.
The E-marketing program is a critical mechanism in driving traffic to the Australian lamb website and vice versa.
Public Relations
MLA conducts consumer and foodservice PR with the goal of influencing consumer and foodservice operator’s opinion of lamb by achieving positive broadcast and print media placements for lamb and by sponsoring relevant events. Our goal is to be seen as the category innovator, leader and authority in the North American market.
Tri-lamb Nutrition Program
Targeting health professionals and consumers this program involves a partnership between the three largest suppliers of lamb in the market to raise the awareness about positive health and nutritional aspects of lamb.
Foodservice
Research conducted in 2003 identified new opportunities to expand the range of lamb cuts featured on menus at foodservice establishments. As a result MLA developed an innovative advertising campaign using nine leading chefs from across the country to encourage others in the industry to broaden their offering of lamb from entrée dishes to bar food, appetizers and lunch menus.
Trade Shows and Trade Support
MLA attends a range of trade and consumer shows targeted at increasing the awareness of lamb with the specific target audience.
We provide a range of publications and support materials to assist industry participants promote Australian lamb to trade and consumers including counter cards, recipe cards and recipe books. Recent additions include Hispanic recipe cards for use at POS in Hispanic focused retailers.
Industry Collaborative Agreements
MLA assists importer / distributors of Australian lamb in their marketing and promotional initiatives with key retail and foodservice accounts by providing matching funds for certain agreed programs to on a yearly basis. These activities include sampling, flyer advertising, POS materials, radio advertising and merchandising.
|