IN MARKET GROWING DEMAND Getting creative with marketing during COVID‑19 continued We created four videos, showing senior Australians from different cultural backgrounds sharing their secret lamb recipes with younger Aussies. Each recipe showcased their unique heritage and cooking style. Based on MLA consumer research, we know many older consumers are big users of lamb – they grew up with it and are really comfortable cooking it. Younger consumers aren’t as comfortable cooking lamb, so this campaign brought together isolated seniors and curious young Aussies seeking cooking inspiration. MLA Business Manager – Retail and Corporate Butcher, Doug Piper, shared his tips and tricks More people were searching online for for his favourite beef cuts in a virtual masterclass. ways to cook and prepare lamb dishes at home because of the restrictions Making the most of red Doug Piper on eating out, so we provided this meat cuts E: dpiper@mla.com.au information in a feel‑good way. Doug Piper Download MLA’s apps – Meat Surprisingly, creating this campaign MLA Business Manager – Retail Cuts, SteakMate and RoastMate in the face of social distancing wasn’t and Corporate Butcher – from Apple Store or Google Play. as tricky as we thought it would be. Fortunately, the technology we needed When many foodservice outlets closed Sharing the lamb (virtually) was readily available and we were able during COVID‑19, a range of red meat to produce the series remotely. cuts flooded the retail market. Anna Sharp The campaign reached more than Many consumers are not familiar with MLA Brand Manager – Lamb 1.2 million users on social media. how to cook these cuts at home, so Isolation restrictions inspired MLA’s Facebook alone drove 56,451 people our focus has been to fill this gap. lamb marketing team to think creatively to the Australian Lamb website. ■ I shared some insider tips and tricks and focus on what’s important: on my favourite beef cuts in a virtual connecting people, even when we Anna Sharp masterclass with representatives of can’t physically be together. E: asharp@mla.com.au Australian media. MLA’s first winter lamb campaign, Find out more about the We went through the cuts from a beef ‘Share the Secret Recipe’, launched ‘Share the Secret Recipe’ rib set and I demonstrated how popular in June to reconnect people campaign at cuts such as a tomahawk steak, rib eye/ to each other (and lamb) during australianlamb.com.au/ scotch fillet, standing rib roast and short social isolation. sharethesecretrecipe ribs are broken out of this section of the carcase. I showed the value and versatility of one of my favourite cuts, the oyster blade. It performs well as a roast and can be value‑added by removing the connective tissue in the centre of the oyster blade to create a tender flat iron steak. The masterclass also provided an opportunity to promote MLA’s three meat apps – Meat Cuts, SteakMate and RoastMate – to the media. These easy‑to‑use apps help consumers cook the perfect steak, serve up a roast which is sure to impress, and learn MLA’s winter lamb campaign brought together isolated seniors with curious young Aussies seeking about individual meat cuts. cooking inspiration. 42