Australian beef - the greatest thing in sliced bread
30 April 2018
‘Steaking’ its claim on our culinary calendar, 12 May is officially set to be National Steak Sandwich Day.
Underpinning Meat & Livestock Australia’s (MLA) ‘Australian Beef. The Greatest’ marketing platform, the day will celebrate the iconic Aussie steak sandwich while highlighting the versatility, taste and quality of Australian beef.
Launched to coincide with Beef Australia 2018 in Rockhampton, all Australians will be encouraged to get involved by visiting their local butcher or retailer, purchasing a steak and then enjoying their ultimate steak sandwich with family and friends.
MLA is launching a special National Steak Sandwich Day Facebook event to raise awareness in the lead up to the day, allowing all Australians to register their interest, share their stories, recipes and pictures and connect with like-minded lovers of the iconic steak sandwich.
A number of high profile chefs including Curtis Stone, Adrian Richardson, Jack Stein, Matt Golinski and Dominique Rizzo, are supporting National Steak Sandwich Day by providing some culinary inspiration by sharing their own classic steak sandwich creations.
Butchers around the country will be also promoting the National Day with in-store promotional materials, with a number of butchers set to host a barbecue at their store on the day.
MLA Chief Marketing & Communications Officer, Lisa Sharp, said the iconic steak sandwich was the perfect item to showcase the greatness of Australian beef – and was perfectly aligned with the ‘Australian Beef. The Greatest’ domestic marketing platform.
“Enjoying a juicy steak sandwich is one of the great culinary pleasures – and an Australian tradition,” Ms Sharp said.
“The spirit and essence of National Steak Sandwich Day is as simple as visiting your local butcher or retailer for some quality Aussie beef – then getting together with good company for a cook up where the steak sandwich will take centre stage.”
Ms Sharp said Beef Australia 2018 in Rockhampton presented a unique opportunity to engage with Australian consumers about the versatility, taste and quality of Aussie beef.
“While the best of our beef industry is on display in Rockhampton, the National Steak Sandwich Day will allow us to promote the best of Aussie beef,” Ms Sharp said.
As well as engaging with Australians through the Facebook event page, National Steak Sandwich Day will be promoted through media engagement from Curtis Stone and the Beef Australia celebrity chefs, a partnership with Taste.com, radio advertising and social media.
To find out more information and rsvp for the National Steak Sandwich Day, visit the Facebook page here. Participants can also share their sandwich snaps on social media using the hashtags #BeefTheGreatest and #TheGreatestMeatOnEarth.
For information on the full MLA program at Beef Australia 2018 in Rockhampton, please visit beefaustralia2018.mla.com.au
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