D.MWM.2024 - Midweek Meal FY24

Summary

Drive consideration of Beef at critical midweek meal planning occasions​

A fully integrated campaign to ensure that Beef remains the protein of choice for Australian mid week meals. The “You’re Thinking Beef” campaign will continually remind consumers at key meal decision points to continue making their family favorite meals with Beef, by addressing the challenges of ease, versatility and satisfying the whole family with delicious beef meals.

Objectives

Increase the % of consumers that rate Beef as “Easy Everyday” from 36% to 38%
Increase consideration conversion of Beef from 84% to 87%
Maintain consumers who agree with the statement, willing to pay more @ 29%
Increase frequency of Beef purchase +0.5 purchases