D.CAL.2025 - Beef CALD Red meat experimentation

Summary

Job to be done – 
Conduct content experimentation in FY25 to provide learnings that will inform further CaLD executions for Beef

Project Strategy – 
CaLD migration is driving population growth in Australia – however despite more potential consumers of our category and of red meat, Beef and Lamb are lagging in HH pen and consumption amongst CaLD consumers vs. non-CaLD.

In order to create the future heartland of red meat consumers, initial test and learn activity must be leveraged to identify opportunities that can increase consideration and purchase of red meat amongst key CaLD groups.

Objectives

1. Deliver measurable uplift in attitudinal measures such as consideration and affinity for chosen CaLD group vs. others
2. Deliver reach/views and impressions from created content at least in line with, if not exceeding, industry social media benchmarks