D.BAB.2023 - Healthy Beef FY23

Summary

Reinforce Beef nutrition and health credentials.

Beef at your Best is a fully integrated brand campaign that will get more Australian Households to consider Beef as an essential part of their healthy meal repertoire by showing how including Beef with its many nutritional benefits is the key for Australians being at their best.

Beef is perceived as a quality natural ingredient, but is more associated with indulgent meals such as burgers, oversized steaks and rich indulgent stews and curries, and so is not considered when somebody is looking for a ‘healthier’ option.​

As health and wellbeing becomes an increasingly important consideration for Australians, to continue to maintain or increase consumption levels of red meat it will have to assert its health credentials relative to its competitors and the preferred proteins in this space, seafood and chicken.

Objectives

Increase Annual Household Penetration from 93% to 94%.
Grow value market share of beef from 29% to 30%.
Note: every 1 share point is equivalent to $90m in retail sales value.
Decrease the percentage of main grocery buyers who claim to be “limiting red meat for health reasons” below 23%