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Get ready to ‘meat’ the brand-new beef and lamb advertisement

01 December 2023

Australian beef and lamb have joined forces for the first time in a new push to drive consumption for the start of Summer.

In a new marketing campaign released today by Meat & Livestock Australia (MLA), these two iconic red meats are pairing up to highlight the great opportunity for shoppers to purchase beef and lamb.

The ad features iconic lambassador and ex-AFL star, Sam Kekovich, and Broncos and Maroons legend, Sam Thaiday representing beef, with the pair putting aside their differences in football codes to promote their shared love of Aussie red meats.

MLA Managing Director, Jason Strong, said the ad was an addition to the existing beef and lamb campaign calendar and was developed to support the industry at a time when saleyard prices had declined through a large part of 2023.

“There has been good news in the last few weeks with some areas receiving decent rain and a lift in saleyard prices – but producers have also experienced a dry winter and saleyard prices remain below 10-year averages,” Mr Strong said.

“This new ad is helping us reach out to Australian shoppers to illustrate that red meat is great value leading up to Christmas. Now is a great time to pick up some Australian beef and lamb.

“They are both delicious.”

Mr Strong said that there had been an increasing number of consumers looking to purchase beef and lamb in recent weeks.

“Even before we hit summer, we’ve seen retail prices fall and purchases soar,” Mr Strong said.

“Data from MLA via NielsenIQ Homescan shows that in the 12 weeks to 5 November, the retail price for lamb has fallen 13.6% and beef has fallen 6.4%.

“This has led to a surge in volume purchased at this time, with lamb up 17.2% and beef up 7.7%. We expect this to continue through December towards Christmas.” 

Watch the ad here: Both Bloody Delicious