E.CEM.2203 - You're Thinking Beef - Mid Week Meals
| Project start date: | 04 August 2022 |
| Project end date: | 29 June 2023 |
| Publication date: | 12 February 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle |
| Relevant regions: | National |
Summary
Drive consideration of Beef at critical midweek meal planning occasions.
A fully integrated campaign to ensure that Beef remains the protein of choice for Australian mid-week meals. The “You’re Thinking Beef” campaign will continually remind consumers at key meal decision points to continue making their family favorite meals with Beef, by addressing the challenges of ease, versatility and satisfying the whole family with delicious beef meals.
Objectives
- Increase the % of consumers that rate Beef ‘Is suitable for everyday meals’ from 54% to 59%.
- Increase consideration conversion of Beef from 84% to 87%.
Maintain consumers who agree with the statement: willing to pay more @ 29%. - Increase frequency of Beef purchase +0.5 purchases to 22.4.
More information
| Project manager: | Krystina Batt |
| Contact email: | reports@mla.com.au |
