J.FSP.2151 - Foodservice Promotion - Japan

Summary

Foodservice promotions have been implemented to support the Japanese market to grow awareness and the physical availability of Australian red meat to consumers. This was achieved by partnering with major end-users to deliver menu promotions, integrated consumer campaigns and in store activations showcasing Australian Red Meat. These major end-users included hotels, major franchises, QSR, and family style eateries. In each iteration, end-users were able to achieve year on year growth in sales alongside increases in call out and quantity of Australian beef and lamb on Japanese menus.

Objectives

This project covers the reporting period of 2020 – 2025 and addresses
the following International Markets priorities for the Japan region:

• Priority 1: Build brand equity for Australian red meat amongst targeted
  consumers.
• Priority 2: Increase the ‘physical availability’ of Australian beef,
  lamb and goatmeat products.
• Priority 3: Develop ‘educated ambassadors’ (staff, customers, media and influencers).