S.TAG.2151 - Aussie Beef & Lamb Global project SEA summary
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 07 February 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Lamb |
| Relevant regions: | National |
Summary
SEA ABL Global Project covers consumer and trade-facing promotions and events aimed at increasing awareness and driving preference for Australian beef and lamb in the region. Always-on social digital activities generated >10 million impressions across the region. In-store promotions were also conducted with key high-end retailers to maintain shelf-space and physical availability generating 15-30% growth in sales during campaign period. This included high levels 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: Cultivate commercial investment to grow overall sales and
marketing presence for Australian red meat products.
More information
| Project manager: | Valeska |
| Contact email: | reports@mla.com.au |
