M.COB.2601 - COOB EMEA FY26

Summary

MLA will continue to strengthen its competitive advantage by delivering targeted, integrated consumer campaigns across a mix of social media and digital channels, prioritising local language first communications to maximise relevance and engagement. These campaigns will reinforce and protect the Australian Beef and Lamb brand position while extending our message reach through strategic partnerships and complementary media platforms.

Seasonal, religious, cultural and festive occasions will continue to provide key campaign opportunities, aligning with peak purchasing periods to maximise consumer impact. Consistent messaging centred on quality, consistency and versatility will further highlight the "Why Australia" and "Best of Australia" message that is Aussie beef and lamb.

Sustainability and traceability remain emerging communication themes across the EMEA region. As consumer awareness continues to develop, MLA will progressively introduce these messages through carefully phased initiatives, ensuring they align with evolving market expectations and future brand communication strategies.

Objectives

Through our insight driven platform execution, we will continue to accelerate the reach and engagement of EMEA consumers across our Aussie Beef and Lamb social media and digital channels. A key focus of this program is the continued integration of our proactive PR strategy, underpinned by a local language first approach, to maximise communication and engagement opportunities across the region.

At the heart of our communications is a clear and consistent message highlighting the attributes of Aussie red meat. By bringing these strengths to life through relevant and locally resonant content, we aim increase consumer awareness, strengthen brand preference, and drive greater consideration of Aussie beef and lamb.