Marketing beef & lamb
'Australian Beef. The Greatest.' inspires consumers to reconnect with beef by incorporating messages spanning versatility, nutrition, provenance, welfare, sustainability and eating quality.
Lamb is loved by all Australians and is also the perfect meat for sharing- any day of the week. We Love Our Lamb reinforces Australia’s bond with Lamb.
Target 100 is a strategic communications platform that provides the facts about production for those seeking out information and demonstrates the industry’s commitment to continual improvement through RD&E and producer case studies.
True Aussie is a brand platform used to promote Australian red meat in export markets. Its role is to positively position Australian red meat, building awareness of key product attributes, and preference for Australian red meat over competitors.
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Fresh meat value share