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Brand building


Australian beef has a strong reputation for its clean and safe image, positioning it favourably against its competitors.  Over the past decade MLA has promoted this using the messaging of “Hoju Chungjung Woo” – Australian beef clean and safe.  This has resonated well with trade, end users and consumers to build a very strong position in the market.


With the introduction of the new global True Aussie positioning, MLA Korea is transitioning from the old logo to the new True Aussie logo while retaining the core positioning of the “Hoju Chungjung Woo” tag line.  The new logo has been introduced to retail and has been well received.  This rollout will continue through 2015/16 through delivery of promotional activities to build awareness of True Aussie.

Underpinning the clean and safe messaging is Australia’s integrity and safety systems which are critical to Australian beef’s credibility.  The communication and promotion of the industry’s meat safety systems underpins all activities in the Korean market and this budget will continue to be used to support trade education and consumer promotions that deliver our safety messages.