S.COB.2601 - SEA Country of Origin Branding 2026

Summary

In line with MLA's Strategic Plan 2030 bold ambition of driving demand through marketing, market access and social capital, MLA's SEA Country of Origin Branding 2026 project focused on embedding 'Aussie' in Southeast Asia.

This was undertaken to maintain Australia's premium positioning and brand awareness and to become the preferred red meat choice for consumers, strongly promoting Australian red meat attributes and points of difference and to grow Australian beef and lamb brand equity in the region. This project delivered consumer-facing campaigns in the six priority markets, including 'always on' social digital campaigns focusing on ABL content pillars which include media and PR events, and integrated retail/food service promotions with targeted trade key accounts. Highlights included:

- Expanded roll out Aussie Beef & Lamb collateral and assets across key retail and foodservice accounts.
- Extensive collaborations with red meat ambassadors and key influencers.

Objectives

This project aims to grow brand awareness and preference for Australian red meat, in line with MLA's Strategic plan 2030 of driving demand through marketing to create and capture value.