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Winter Beef campaign set for June
The winter campaign is a continuation of the popular ‘Australian Beef. The Greatest’ campaign, which reinforces and promotes the provenance and high quality of Australian beef.
The campaign takes place in a familiar setting – a butcher’s shop – where Brian the Butcher gets asked a common question about where the meat is from. Brian’s response highlights how Australian beef is produced in a fun and humorous way.
Launching on 2 June, the campaign will run for eight weeks, providing an opportunity to drive frequency and leverage off the key campaign message at every touchpoint along the consumer journey.
MLA Senior Brand Manager – Beef, Samantha Warfield Smith, said consumers are increasingly interested in where their food comes from, and so the purpose of the Winter Beef campaign sets out to remind Australians that by choosing Australian Beef they’re enjoying the freshest, highest quality and best tasting meat on earth.
“Following on from the February launch of the Summer Beef campaign, the Winter campaign will continue the theme and run in the same channels including radio, outdoor, social and TV.
A range of new point of sale recipes will be launched as part of the Winter Beef campaign, and butchers will have access to recipe videos to play in-store.
Point of sale materials will be available to order at the end of March.
More information:
