D.FRM.2024 - Rare Medium Foodservice Inspiration
| Project start date: | 14 August 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 03 October 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | National |
Summary
The Rare Medium program continued through 2024–25 to engage and inspire foodservice professionals to raise the profile of Australian red meat as a protein of choice and maintain its place on menus. The key communications platform for the domestic foodservice community, the program delivered four online issues of Rare Medium Magazine, an annual print edition (the Rare Medium Annual) and impactful content through its digital and social platforms.
Objectives
1. Grow Rare Medium Instagram audience to 10k+
= EXCEEDED grew to12,500k.
2. YouTube content generates a 60% average view through rate
= EXCEEDED average VTR 65%.
3. Reach an audience of 5m+ annually
= EXCEEDED achieved over 18M impressions.
More information
| Project manager: | Mary-Jane Morse |
| Contact email: | reports@mla.com.au |
