J.CON.2501 - Country of Origin Branding Japan 2024/25
| Project start date: | 01 July 2024 |
| Project end date: | 30 June 2025 |
| Publication date: | 07 August 2026 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb, All species |
| Relevant regions: | International |
Summary
MLA must continue to push its competitive edge through the execution of targeted, mixed media, integrated consumer campaigns that cut through advertising clutter and protect the brands position to capture lost market share. In addition, connecting this communication with both in-store and online retail partners will amplify our messaging and help to increase purchase preference. Leveraging seasonal opportunities for promotional campaigns in line with peak purchase periods and differentiating the key messages of safety, health, taste, and Genki will set Australian Beef image apart from competitors. Sustainability messaging while still in early stages of consumer awareness must also be developed in line with future opportunities for our communications.
Objectives
Through insight driven executions we will look to increase the reach and engagement with Japanese consumers across our Aussie Beef and Lamb social and digital platforms. Integrating a more proactive approach to PR within this program is also a focus along with executing an Aussie Beef for Fathers Day campaign. All of this is designed to message the values of Australian red meat and in doing so increase overall awareness and preference.
More information
| Project manager: | Travis Brown |
| Contact email: | reports@mla.com.au |
