E.CEM.2038 - Online summary

Summary

Development of a consumer centric communications strategy, digital communications strategy and amplification strategy for the Australian Good Meat brand encompassing the website and social media channels as well as other integrated elements such as events.

Objectives

Maintaining community trust is crucial to the future of the Australian red meat industry and its social license to operate.

Questions are being asked more frequently about the provenance of food and the sustainability credentials of agricultural products.

We want to ensure that the community understand that Australia sets the standard for world-class animal health, welfare, biosecurity and production practices and demonstrates leadership in sustainability – enabling the industry to have social licence to operate. Transparency and communication are essential to ensure consumers feel good about and trust the Australian red meat industry and make informed decisions about what they eat, overcoming any ‘barriers to consumption.’

To meet this objective a communications strategy must be developed to guide clear and integrated implementation of Good Meat communication through its digital channels