S.AMB.2151 - Lambassador SEA summary

Summary

There is opportunity to raise SEA consumer awareness about sheepmeat by undertaking foodservice-facing campaigns and programs utilising chef/brand ambassador(s) to promote Australian lamb and sheepmeat consumption. As previously done in Japan, 20+ SEA Lambassadors were equipped with knowledge and skills to promote Australian sheepmeat through delegations, Aussie meat academy sessions and foodservice promotions. Lambassador delegations to Australia (VIC) generated high PR exposure and engagement and resulted in confident advocates for Australian sheepmeat.

Objectives

This project covers the reporting period of 2020 – 2025 and addresses
the following International Markets priorities for the South Asia 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).
• Priority 4: Cultivate commercial investment to grow overall sales and
  marketing presence for Australian red meat products.