Meat & Livestock Australia’s (MLA) latest domestic beef marketing campaign will promote Australian beef as a quick and easy meal option.

Utilising the ‘Australian Beef. The Greatest’ brand platform, which was successfully launched by MLA a year ago, the new marketing activities will reinforce and demonstrates the meats versatility and ease by use of highlighting different cuts and cooking methods. The campaign will offer consumers recipes and tips to make easy and quick mid-week meals using beef.

The campaign will be promoted across a number of channels including TV, online, radio, and retail spaces with the key message of ‘Everyday Greatness.’ The campaign will also include accredited practising dietitian and nutritionist, Jaime Rose Chambers, who will help give Aussies some simple tips and nutritionally balanced recipes.

MLA Chief Marketing & Communications Officer Lisa Sharp said this latest round of domestic Beef marketing activities are influenced by the very latest consumer data and insights which point to the need to combat the single most important fresh meat category driver – ‘easy everyday’.

“Consumers are increasingly looking for proteins that they consider easy and convenient to use and this presents a significant opportunity for Australian Beef to showcase its natural versatility and ease of use,” Ms Sharp said.

“Our marketing needs to be targeted and effective in order to drive demand for Australian Beef domestically and ultimately return value to our levy payers. Since its launch a year ago, our new brand platform of ‘Australian Beef. The Greatest’ has successfully tapped into the latest insights that point to the need to reinforce the natural strengths of Australian beef with consumers such as versatility, nutrition and provenance.”

Click Here to view the five quick and easy recipes developed by Australian Beef and Jaime Rose Chambers to help Aussies boost their cooking repertoire.

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