Summer Beef campaign 2019 update

MLA’s summer Beef campaign in 2019 will reinforce Beef being the ideal solution for quick and easy mid-week meals. The campaign will launch in November, with butchers able to order point-of-sale material from mid-September.

Consumers have a lot of choice when it comes to what to cook for dinner. With increasingly busy lifestyles, quick and easy meals are more in demand. 

MLA’s Beef’s brand positioning of ‘Australian Beef. The Greatest.’ has provided a platform to showcase beef as a high quality product, and more recently reassure consumers that the greatest meat on earth is 100% Australian.

While quality is crucial, many shoppers are influenced by more affordable or perceived easier-to-cook meal options, especially in the retail environment. The focus for MLA’s summer campaign will align with these insights and drive meal inspiration for “easy everyday” while reinforcing beef’s trusted quality.

Campaign overview

The campaign will reinforce and demonstrate greatness with Beef’s versatility and ease by positioning beef recipes as a solution for quick and easy mid-week meals. Additionally, the campaign aims to reassure consumers the greatest beef is indeed from Australia.

The campaign will go live on Monday 4 November and will include TV, online, social, radio, out of home, and butcher’s point of sale. 

Butchers will be able to support the campaign with newly created point-of-sale material available to order from mid-September.