Beef and lamb scoop advertising industrys top awards
15/08/2003
Meat and Livestock Australia's (MLA) beef and lamb promotion campaigns have scooped the pool at Australia's most prestigious advertising awards, the Advertising Federation of Australia (AFA) Advertising Effectiveness Awards. MLA earned six awards, including two of the three top AFA Gold Awards with the 'Red Meat. Feel Good.' consumer campaign and the 'We Love Our Lamb' campaign. 'Red Meat. Feel Good.' - the campaign headed by the dancing butchers and designed to promote the health and nutrition value of red meat - went on to win the coveted top gong, the Gold Pinnacle Award for advertising effectiveness. MLA Marketing General Manager David Thomason said the AFA awards were particularly pleasing because they were judged on results. "These awards are rigorously judged by the most senior advertising and marketing practitioners in Australia. They recognise campaigns that have achieved bottom line results and that is what counts," Mr Thomason said. "Consumer expenditure on beef and lamb grew $1 billion from 2001 to 2002 and a significant part of this was due to increased demand driven by the campaigns. "The 'Red Meat. Feel Good.' campaign has really struck a chord with Australian consumers because it gets across the positive message about red meat in a humorous and energetic way." 'Red Meat. Feel Good.' is a long-term campaign based on scientific fact, designed to give both health professionals and consumers the message about the important role of red meat in a healthy diet. The number of people who believe red meat is essential to a healthy diet grew from 16% before the campaign to 45% after. The lamb campaign grew demand significantly among its target group of young families. The 'We Love Our Lamb' campaign was spearheaded by the heartwarming 'Handles' TV commercial featuring a deaf girl, and was complemented by aggressive tactical promotions such as the Australia Day lamb anthem and Mothers' Day.
The six awards won by MLA campaigns were the following.
* Millward Brown Gold Pinnacle - 'Red Meat. Feel Good.' consumer campaign, with advertising agency The Campaign Palace.
* Gold Award - 'Red Meat. Feel Good.' consumer campaign, with The Campaign Palace.
* Gold Award - 'We Love Our Lamb', with advertising agency Brown Melhuish Fishlock.
* Most Effective Campaign, Healthcare - 'Red meat - are you getting it 3-4 times a week?', with advertising agency Suddler and Hennessy.
* Most Effective Campaign, Magazines - 'Red Meat. Feel Good.', with The Campaign Palace.
* Most Effective Campaign, Integrated Communications - 'We Love Our Lamb', with Brown Melhuish Fishlock. The AFA awards are held every two years and feature campaigns from many of Australia's largest and most prominent companies. Ends. Released by: Megan Ball - MLA Media Affairs - 02 9463 9107
Media contact: David Thomason - MLA Marketing general manager - 02 9463 9162
Meat & Livestock Australia Ltd ABN 39081678364. Level 1, 165 Walker Street, North Sydney NSW 2060
Locked Bag 991, North Sydney 2059 Telephone +61 2 9463 9333 Fax +61 2 9463 9393 www.mla.com.au
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