J.FSP.2151 - Foodservice Promotion - Japan
Project start date: | 01 July 2020 |
Project end date: | 30 June 2025 |
Publication date: | 12 March 2024 |
Project status: | Completed |
Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
Relevant regions: | International |
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).
More information
Project manager: | Scott Walker |
Contact email: | reports@mla.com.au |