Summary
Targeting new shoppers to both butchers and the beef and lamb categories. GBOYB Phase 5 is an In-store campaign capturing all path to purchase touch points, inspiring consumers and specifically Modern Australian shoppers to purchase beef and lamb from an independent butcher. The campaign will evolve to address any shopper insights and issues that are discovered through the qualitative shopper research. This may include an always-on approach via EDMs or a more multi-channel communication as per previous campaigns.
