N.TAG.2151 - True Aussie Beef and Lamb Global Brand Campaign for North America
| Project start date: | 01 July 2020 |
| Project end date: | 13 August 2023 |
| Publication date: | 23 January 2024 |
| Project status: | Completed |
| Livestock species: | Grass-fed Cattle, Lamb |
| Relevant regions: | International |
Summary
This project set out to establish Aussie Beef and Lamb as the preferred options in their respective categories in North America. This was achieved by making "Aussie" synonymous with quality, nutritious grassfed beef and lamb that elevated everyday meal occasions and relieved the consumer pain point that lamb is challenging to cook. Social media and public relations activities were the primary means of reaching consumers in target cities, with various marketing and educational materials to reach awareness of and preference for Aussie beef and lamb, including:
- recipes
- infographics
- fact sheets
- videos .
Objectives
To build brand equity for Australian red meat amongst targeted consumers.
More information
| Project manager: | Rob Williams |
| Contact email: | reports@mla.com.au |
