Putting Aussie red meat at the centre of the iron conversation
From nationwide medical clinics to everyday households across Asia, MLA connected with global consumers this past week to drive demand for Aussie red meat.
The push coincided with Iron Awareness Week, held from 12–18 October, where nutrition educators asked consumers to reassess their diets.
MLA’s Group Manager for Food and Nutrition, Monique Cashion, explained the strategy behind the short, but impactful campaign.
“Iron deficiency remains one of the most common nutritional concerns in Australia and worldwide, particularly among young women,” she said.
“One in three lack sufficient iron stores and 35% eat less lean red meat than men.
“Through Iron Awareness Week, MLA is spreading evidence-based information and practical nutrition messages to promote iron-rich meal preparation, including lean red meat, to support their health.”
To achieve this, MLA undertook a range of initiatives across various channels.
Working with GPs
Doctors regularly see women presenting with fatigue and low energy, which is why a proportion of the initiatives focused on connecting, advising and building credibility to encourage a food-first strategy for managing low iron stores.
In the lead-up to Iron Awareness Week, MLA worked with the GP media platform Ausdoc to create various assets with links to MLA’s Healthy Eating resources.
An e-newsletter performed particularly well, with 1 in 3 GPs engaging with the resources, suggesting they’re better equipped to advise their patients.
Similar messaging also appeared in short videos played across 926 GP clinic screens, directly reaching patients waiting in reception areas for their appointments.
Online visibility
Online visibility was equally important, with a large proportion of modern-day consumers sourcing their nutritional advice through Facebook, Instagram and TikTok.
A range of informative posts, including animations and infographics, were shared across these platforms to help consumers understand what an iron-rich diet looked like.
Key messages actively promoted lean red meat by highlighting the difference between highly absorbable haem iron and non-haem iron.
The themes reinforced government guidelines advising consumers to eat three to four portions of lean red meat a week.
Going global
To further build on this momentum, MLA's global team rolled out localised content in key, high-value markets across Asia and the Middle East to capitalise on growing nutritional awareness and wellness trends.
Data from Korean health associations found that one in five middle-aged and older women suffer from anaemia and highlighted a need for greater iron intake within the nation.
The wellness industry currently ranks as the fastest-growing market in the MENA region, which suggests a strong receptiveness to nutrition-based messaging.
The range of content shared across social media channels and beyond were expected to leave a lasting impact and ensure Aussie red meat was firmly cemented as an essential part of a healthy, balanced diet.
