C.COB.2401 - China Country of Origin Branding

Summary

Australian red meat has a premium brand position in China with a strong provenance story that resonates with the Chinese consumer. Despite significant competition from South America, US, NZ and other countries in terms of supply, Australia has built a superior brand presence in the market.  

The FY24 brand investment continued to strengthen the brand equity of Australian red meat by focusing on target audience while expanding reach of communications and enriching brand attributes. This program includes online and offline integrated consumer marketing communication activities that aim to defend and consolidate the strong brand position of Australian red meat (premium, green, safe) by strengthening consumer loyalty. The target audience consists of affluent consumers that are:

a)    Regular consumers of Australian red meat, typically in first tier cities familiar with basic attributes and ready for more in depth communications.
b)    Emerging (new) consumers typically in first, second and third tier cities attracted to trialing Australian red meat because of one or more attributes (quality, sustainability, new trend etc.).

Continued investment in brand communication will ensure that Australian red meat remains relevant and ahead of it’s competitors in this fast paced growing market.

Objectives

1. Growth and strengthening of brand awareness and preference to Aussie beef and lamb. 
2. Reinforce brand positioning that is of high relevance to consumers.