S.CON.2151 - Consumer Promotions SEA summary

Summary

With new competitors entering the SEA markets, to maintain the Autralia 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 grow Australian Beef & Lamb brand equity in the region.

Consumer-facing campaigns were conducted in the six priority markets, including 'always on' social digital campaign focusing on ABL content pillars; media and PR events, and integrated retail/food service promotions with targeted trade key accounts. Always-on social digital activities generated >10 million impressions across the region.

In-store promotions generated 15-30% growth in sales during campaign period with high level of uptake of ABL collateral and communication materials in-store. Trade events such as webinars and workshops generated >75% stakeholder satisfaction.

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.