Summary
With new competitors entering the South-East Asia markets, to maintain Australia's premium positioning and brand awareness and to become the preferred red meat choice for consumers, there is a need to strongly promote Australian red meat attributes and points of difference and to grow Australian beef and lamb brand equity in the region. This project delivered consumer-facing campaigns in the six priority markets, including 'always on' social digital campaigns focusing on ABL content pillars, which include media and PR events, and integrated retail/food service promotions with targeted trade key accounts.
