Beef's gold medal partnership

21 February 2018

Meat & Livestock Australia has teamed up with Australia’s Gold-medal winning Women’s Rugby 7’s team to promote Aussie Beef, in a further demonstration that our beef is the ‘Greatest meat on earth’.

Since launching last year, the new domestic Beef marketing platform Australian Beef the Greatest has delivered strong messages to Australian consumers that aim to reconnect them the with greatness of Aussie beef – incorporating messages spanning versatility, nutrition, provenance, welfare, sustainability and eating quality.

Part of the year-round marketing approach of the platform is regular activities such as the partnership with the Australian 7’s team, aimed at keeping Aussie Beef at the forefront of consumers’ minds while delivering key messages around the greatness of our product.

Through the partnership, several of the Australian 7’s players hosted a morning session to highlight just how nutritious and versatile Australian Beef is by showing why it is the ultimate fuel for some of the Greatest (and toughest) sports stars on the Earth.

Targeted consumer media were invited to join players Charlotte Caslick, Demi Hayes, Shannon Parry, and Emilee Cherry for a gruelling training session, followed by a cooking demonstration with the team’s dietician, Peta Carige, to explain why beef is the best fuel for sportspeople, through to everyday Aussies alike.

Peta shared four of the ultimate beef recipes that she recommends and prepares for the players as part of their nutritious weekly meal plans – and are perfect for trying at home.

Australian Beef is an excellent protein source of iron, with dietitians recommending 130g of cooked lean red meat to be enjoyed every other day as a practical way for busy athletes and any busy woman to get the nutrients they need to perform at their best.

Ultimately, the key message from the team was, with a variety of cuts available, Australian Beef offers multiple ways to create diverse, healthy and balanced meals for everyone – from elite athletes to everyday Aussies.

The day was well attended by key media and influencers, who all came away with a better understanding of the nutritional benefits and versatility of Australian Beef and the elements that make it the greatest meat on earth!

Find out more about MLA’s domestic Beef marketing

To get the latest Australian beef recipes and tips on how to prepare beef visit www.australianbeef.com.au

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