J.CON.2401 - Major Campaign - Country of Origin Branding Japan 2023/24
| Project start date: | 08 August 2023 |
| Project end date: | 30 June 2024 |
| Publication date: | 11 February 2026 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
MLA will execute a seasonal campaign leveraging key messaging at key timings to capitalise on the consumption behaviour of the target audience. Drawing on the insights from the FY23 brand communication research, these campaigns will build on successful aspects of past campaigns evolving to adapt to the post pandemic environment. A particular focus on steak, barbecuing and general education around the topic will be a feature of the project.
Objectives
Objectives of the campaign are to build the awareness of and preference towards Australian red meat. Through the creation of engaging media content we will aim to drive foot traffic, trial and sales of steak cuts over the summer period. Results will be measured through sales increases, increases in social and digital media engagements and overall awareness and preference towards the Aussie Beef logo.
More information
| Project manager: | Travis Brown |
| Contact email: | reports@mla.com.au |
