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Millward Brown domestic consumer tracking 2015-16

Project start date: 01 July 2015
Project end date: 30 June 2016
Publication date: 30 June 2016
Project status: Completed
Livestock species: Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle


MLA track domestic consumer attitudes and perceptions, across proteins. This assists MLA to gain adeeper understanding of its campaigns across both beef and lamb.We gain understanding on each campaign’s impact on consumer perceptionsattributed to beef and or lamb and our competitors in the Australian market place.

This also includes diagnostic information on the creative expressions, this allows creative agencies to optimise creatives i.e. TVCs, Radio ads, Billboards etc. to be as impactful as possible.The Millward Brown data is used across MLA, i.e. CSE and MSA forawareness and associated attribute endorsement of MSA.

In summary, this study is used to inform and measure our brandstrategies to enable us to check and adjust accordingly, allowing MLA to work effectively and efficiently across beef, lamb and MSA marketing; while at the same time tracking consumer prceptions to better understand how beef and lamb can differentiate themselves from other proteins.