Beef nutrition campaign targets – and reaches – young females

11 February 2016

A new generation of young Australian women were the target of the latest campaign under the You're Better on Beef banner.

Nutrition is one of the key purchase drivers for consumers buying red meat. For this reason, the latest You’re Better on Beef campaign set out to remind consumers that beef is packed full of protein, iron and zinc.

"Nearly 20 years ago MLA produced successful campaigns promoting the value of iron in women’s diet, but today's young women haven't been exposed to the message. Numbers are alarming, showing that one in three women are still not consuming enough iron," said MLA’s Group Marketing Manager, Andrew Howie.

"Back then reaching your audience was quite simple. You bought television ads and people watched them. That's no longer the case.

"The challenge has become communicating the value of including red meat in your diet in the modern world which is overloaded with media channels and health messages. Our job to cut through is harder than ever."

Launched in November 2015, the campaign utilised digital billboards, a partnership with Fitness First gyms, radio advertising, a partnership with the women’s network Mamamia and online platforms such as Facebook and Instagram.

"Across the campaign, we were able to reach 75% of the target audience (women aged 18-29) with our iron message at least once which equates to 1.4 million people," Andrew said.

The online activity focused on the story of professional athlete and field hockey star Anna Flanagan, who overcame iron deficiency by making positive changes to her diet and including eating more beef.

In the video - which has been viewed more than 325,000 times - Anna is seen facing, and conquering, her biggest fear.

“The campaign set out to remind young women that beef, packed full of 13 essential nutrients, is one of the best sources of iron. As an athlete at the top of her game, Anna is perfect to help ensure this important message reaches young Australian females," Andrew said.

More information:

Andrew Howie


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