Summary
Consumer Campaigns in Japan build on the significant brand awareness Australian Red Meat has with the consumer. To maintain, protect and grow market share, seasonal consumer campaigns are conducted to continually build on Australian Red Meat's brand equity. Two major campaigns each year utilised integrated marketing and promotional tools both online and offline, delivering messaging which leveraged our key pillars of safety, health and taste in line with the strategic consumer communication Genki positioning. Following each campaign, consumer research was conducted to determine effectiveness and identify key learnings that are applied to the next campaign. Each campaign iteration resulted in exceeding established performance metrics and, in most cases, achieved stretch targets.
