D.RMC.2025 - Rare Medium Red Meat Content

Summary

All key KPIs for FY25 were delivered on time and within budget. In summary, the program delivered KPIs across Rare Medium's platforms with metrics at record highs and employing innovation in content, communication channels and content KOLs.

This has led to exceeding the FY2025 AIP strategic KPI of increasing Rare Medium usage by +10% through wider reach and deeper usage of RM content.

Objectives

Generate impactful red meat content for placement across social and digital platforms that inspires chefs to use and dines to choose Australian red meat on menus.