Watch the latest ‘You’re Better on Beef’ video
14 August 2015
The latest phase of the “You’re better on Beef” campaign, launched today, continues to showcase the nutritional benefits of beef to consumers.
The strategy behind the “You’re Better on Beef” campaign has been built on research that indicates that consumers rate nutrition as the second biggest reason for eating less beef, behind price. Focusing on the nutritional benefits gives consumers permission to eat more beef.
Further research to understand the target audience – families – has uncovered that by mid-week, all their best laid plans have gone to ruins and they are seeking quick and healthy meal solutions, but not at the expense of taste. At present, chicken rules this landscape. So MLA’s marketing activity aims to educate families about the ease and versatility of preparing beef meals.
The latest activity in the ongoing “You’re Better on Beef” platform highlights both the nutritional benefits and the versatility of the product in a fun and humorous manner. Larrikin Nick “Honey Badger” Cummins is back, this time showcasing the role beef played in helping his dad overcome the trials and tribulations of raising eight rambunctious kids in the 1980s, often on his own.
To drive home the ‘easy’ message, the campaign focuses on rump and mince as they are versatile and can be used to create a range of quick and nutritious mid-week meals.
The latest video will be posted on Nick’s social media channels today.
The video is part of a broader campaign which includes TV activity on Channel 7 and Channel 10, national radio on the KISS and WSFM networks, posters in close proximity to key retailers and butchers in shopping centres throughout Australia, digital panels in key high traffic locations, national online video activity and a PR partnership with leading national network Mamamia.
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