IN MARKET GROWING DEMAND The team behind the campaigns You’ve watched the ads on TV and you’ve seen all of the beef and lamb‑branded material at the local butcher – but who’s behind Australian red meat’s campaigns and how do they spend their working weeks? Meet a few members from MLA’s Domestic Marking team. BEEF: LAMB: Samantha Warfield‑Smith Anna Sharp We have to strike a chord and make MLA Senior Brand Manager – Beef MLA Brand Manager – Lamb consumers think. We want them to watch the ads for entertainment value, Price plays a key role when consumers MLA’s consumer insights research but also have it spark a conversation consider their choice of protein, so thisshows that younger consumers lack and ultimately share lamb. year our focus is to show consumers confidence when cooking lamb. that beef is worth paying more for. People also have less time to cook, so Our ‘New Australia‑Land’ summer convenience and confidence are their campaign was well received. We have wonderful stories about red main considerations when purchasing. meat provenance and sustainability, NZ’s Prime Minister Jacinda Ardern and and we collaborate with Rare Medium Reality TV shows such as MasterChef actor Russell Crowe commented on the e-magazine and MLA’s community have lifted people’s expectations campaign, and Pure NZ created a ‘New engagement team to adapt those about what food should look like and Australia‑Land’ tourism campaign in stories for consumers. what they should be eating, so we response, which increased PR coverage focus on activities to build people’s and extended the conversation. Through our Australian beef partnership with the Australian Olympic and cooking confidence. This campaign won a Bronze Lion award Paralympic teams, we talk about For example, MLA’s ‘Too Easy’ spring at the Cannes Lions International Festival healthy meal solutions with our athlete lamb campaign highlighted different cuts of Creativity and gained an 11% uplift ambassadors, who share how they plan – lamb loin chops, mince for koftas – to (almost $8 million) in sales nationally. and train. showcase versatile, easy recipes. We’re seeing good engagement through our TV, This partnership is about so much more outdoor, digital and social media channels. than the Olympics and Paralympics. It alignsso well with our brand purpose, Anew strategy is using broadcast ‘to inspire greatness in everyone’, and radio and outdoor digital displays near the people responsible for producing retailers to help inspire consumers to Lamb campaign an amazing product. It’s a fantastic cook confidently with lamb, so we can opportunity to talk about beef as part measure and monitor the results to of a healthy, balanced meal and the better understand Australian consumers. journey to greatness. To cut through the ‘noise’ of advertising, We align our beef campaign with we have to be bold, cheeky and MLA’s retail activities to ensure a topical, but in a way that’s positive and consistent message. less controversial. Beef campaign Consumer journey From the comfort of home to the local supermarket, MLA campaigns set out to ensure beef and lamb remains ‘front of mind’ for consumers no matter where they may be throughout the day. AT HOME OUT AND ABOUT TV advertisements Social and digital Advertisements in shopping centres 46