Since launching in 2010, the ‘Nothing beats Beef’ campaign has focused on promoting beef’s superior satisfaction and desirability. These days, Beef’s rightful position on the barbie is under pressure from inferior proteins such as chicken skewers and even tofu, and the task for the summer 2012-13 campaign was to remind Australians that a BBQ without Beef is “not a real BBQ”.
Summer 2012-13 – Throw another steak on the barbie
The summer beef campaign aims to have Australians throwing more beef on
the barbecue and banding together to let the world know that we love to throw beef steaks – not shrimps - on the ‘barbie’.
Fronted by barbecue fanatic, comedian and radio host Merrick Watts, it launches with a TV commercial urging Australians to sign a Facebook petition for MLA to set the record straight – that ‘beef is what we barbecue’. The commercial runs in metropolitan and selected regional markets.
Additional promotions, including radio, digital and social media and outdoor activations will encourage Australians to band together and sign an online petition to remake the original ad. Only once a target number of signatures are achieved will MLA do so.
The campaign is supported by in store posters
and pack stickers
and a new issue of Entice magazine
provides consumers with beef recipes, tips and information on a range of cuts including rump, strip loins, mince, t-bone and short ribs.
Winter 2012 - introducing Beefgiving season
This year, we have cooked up a new season to take winter’s place - Beefgiving season! Hearty beef meals are the best way to warm up and this year we are encouraging people to take it one step further by sharing more beef meals with friends and family.
Culminating on ‘Beefgiving Day’ July 14, historically the coldest Saturday of the year, the campaign aims to drive sales by and highlighting the superior desirability and deep satisfaction of beef winter meals.
The campaign kicks off with print advertisements, directing people to visit our online facebook platform. It will feature the successful Beef Curry television commercial from 2011 with a slight refresh, running on major metropolitan and regional networks from 3rd June. To help strengthen the link to winter, a partnership with the Winter Festivals and Channel 7 will see beef sampling, weather crosses and in program cooking segments throughout June/ July.
Retail point of sale material will include poster and point of sale material reminding consumers to celebrate Beefgiving season by purchasing beef. In addition Entice magazine will provide a range of delicious and easy to prepare meals alongside useful cooking tips.
To help consumers celebrate Beefgiving Day, we have set up a ‘Party Planner’ application on the facebook platform, allowing them to planning their party, the menu and invite guests.
MLA’s winter beef campaign stretched across the whole of Beefgiving Season, capitalising on the increased consumer interest in beef during colder months.
The new issue of Entice magazine provides barbecue tips, showing consumers how to cook a range of beef cuts.
In addition to Entice magazine, a range of point of sale materials were distributed to retailers to encourage consumers to cook a range of beef barbecue cuts.
For delicious beef recipes and cooking tips visit www.themainmeal.com.au