D.RED.2024 - Both Bloody Delicious - Red Meat CTA
| Project start date: | 01 December 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 05 March 2024 |
| Project status: | Completed |
| Livestock species: | Sheep, Lamb |
| Relevant regions: | National |
Summary
To address the current market conditions for Beef and Lamb that is seeing excess supply into Domestic market. We want to:
• Drive consumers to purchase Australian beef and lamb – coinciding with the start of summer, increased supply and subsequent lower prices at checkout.
• Give industry stakeholders confidence that MLA is doing what it can to increase demand in light of the current market conditions.
Objectives
Get consumers to take action and increase their consumption of Beef/Lamb by communicating the following key messages:
• Supply - there is record supply of both cattle and sheep in the market (due to various factors) which is driving prices down at saleyards and resulting in strong supply (and lower prices) at retail – the goal is to get more Australians buying beef and lamb at retail.
• Farmers - our beef and lamb farmers are doing it tough (we don’t want to emphasise this) – it’s about a CTA to support the great work they have done getting their premium product to consumers – the goal is to make farmers feel that their product is getting the attention it deserves.
• Value – consumers have a unique opportunity to enjoy more quality Beef and Lamb due to strong supply and lower prices – the goal is to communicate the exceptional value of Australian Beef and Lamb (without positioning it as ‘cheap’).
More information
| Project manager: | Tim Lau |
| Contact email: | reports@mla.com.au |
