IN BRIEF Australian beef to power Paralympians “Some 4.5 million Australians • Australian beef on the have a disability – nearly one menu at all Paralympics in five Australians – and our Australia events leading up 2020 Australian Paralympic to and during the Games. Team will be competing in “Together, the partnerships one of the biggest Games with the Australian to date, with more sports, Paralympic Team and medals, competitors Australian Olympic Team will and broadcasts. help reinforce the message “To give an indication of of Australian beef as part of the huge popularity of the a healthy diet to communities Paralympics, the Rio 2016 and consumers all over the Paralympic Games was country,” Jason said. Paralympians Sam McIntosh, Alex Viney and Jason Lees celebrate the 2020 Paralympic Team’s partnership with Australian beef. the second largest global Paralympics Australia Chief sporting event in 2016, with Executive Lynne Anderson Australia’s 2020 MLA Managing Director a global television audience said Paralympics Australia Paralympic Team Jason Strong said it’s a of four billion people across was thrilled to welcome will be fuelled by perfect fit for Australian 154 countries.” Australian beef to the Australian beef. beef and a natural extension The Australian 2020 Paralympic family. of the Australian Olympic Paralympic Team will be its MLA has signed a new Team partnership. “Our Paralympians know the biggest yet, with an expected immense value of eating sponsorship deal with 180 athletes from 18 sports Paralympics Australia “Like our partnership with healthily and the many the Australian Olympic (pending qualifications over ways this can contribute which runs through to the the next year). Tokyo 2020 Paralympic Team, this sponsorship to success, which makes Games from 25 August to with Paralympics The MLA partnership will see: Australian beef a perfect 6 September 2020. Australia will provide a partnership for us.” ■ far‑reaching platform • Australian beef marketed on It follows the announcement over an extended period television, social media and Samantha Warfield‑Smith in November 2018 of MLA’s to positively promote point‑of‑purchase material E: swarfieldsmith@mla. sponsorship deal with Australian beef’s nutritional • Cross‑promotional com.au the Australian Olympic benefits through its opportunities in Japan Committee as an official association with elite to cement Australian beef’s partner of the 2020 sport and our best leading position in its Australian Olympic Team. Para‑athletes,” Jason said. largest beef export market Lamb fit foranymeal MLA’s latest lamb campaign • Mid‑week meals account for 85% to demonstrate how lamb’s versatility aimsto build consumer of meal purchases (Koji shopper makes it relevant for routine meals. confidencein cooking. research study 2019). Point‑of‑sale material, such as The spring lamb campaign This year’s campaign continues the posters and recipe booklets, will demonstrates the ease and versatility successful messaging from 2018 feature easy lamb recipes using of lamb for mid‑week meals, in when the ‘Too Easy’ campaign multiple cuts, cooking methods and response to market research which demonstrated how lamb is suitable flavours to give consumers a meal found the following: for mid‑week meals and highlighted solution for any occasion. • People ave less time to prepareh the versatile ways that lamb can be enjoyed. Tastebuds watering? Check out the andcook meals; this is driving the spring lamb recipe on page47. ■ demand for convenience and ease The campaign, which launched on for meal purchases, with many 27 September and runs through to Anna Sharp consumers switching to other November, uses TV, digital video, E: asharp@mla.com.au proteins at the point‑of‑purchase. social, radio and outdoor advertising 7