RMFG (Red Meat Feel Good) Qualitative research 2008
| Project start date: | 01 July 2007 |
| Project end date: | 30 June 2008 |
| Publication date: | 30 June 2008 |
| Project status: | Completed |
| Livestock species: | Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle |
Summary
It's believed that this project relates to a piece of qualitative work performed by Julie Dang & Associates as part of the larger, multi-year project called RMFG - Red Meat, Feel Good. This project concerned the development of messaging strategy and creative executions to promote the red meat category.
This particular piece of research explored, through focus groups, the concept of "Thrive", in the sense that 'real food', and red meat in particular, helps people thrive. This built on previous research and campaigns that had looked to place red meat at the heart of the 'real food' consumer movement going on at the time.
The general conclusion of the debrief presenbted from the focua group was that the "Thrive" positoning was a highly ewmotive territory, which opened up opportunities, but that it also softened the stance red meat had taken previously, a more direct and discomforting message that "we are meant to eat" red meat.
It's unknown what actions were taken as a result of this research.
