S.FSP.2151 - Foodservice Promotions SEA summary

Summary

MLA supported FS during the pandemic with online promotions and offline activations, sustaining demand for Australian red meat. In priority SEA markets, targeted foodservice promotions, done in collaboration with key account partners in first tier cities, helped drive TABL awareness, increased trial and Australian red meat consumption in restaurants and at home. Month-long seasonal foodservice campaigns also generated high level of media coverage and PR, promoting Australian red meat quality and provenance.

Objectives

With growing competition, COO becomes more critical and targeted foodservice promotions can help with putting Australian red meat on menus, support conversion/more distribution of Australian TABL into foodservice.
- increased brand awareness of Australian red meat
- increased trial of Australian Lamb and Beef amongst target audience
- increased distribution of Australian red meat on menus

Key findings

FS campaign PR and online promotions resulted in increased purchase and consumption of Australian red meat during promotion period. FS partners continued to use Australian beef and lamb in their establishments.

Benefits to industry

• increase the physical availability of Australian red meat
  products
• build brand equity for Australian red meat amongst targeted consumers
• cultivate commercial investment to grow overall sales and marketing presence for Australian red meat products

MLA action

Targeted collaboration with trade and FS partners to promote and showcase Australian red meat in their establishments.