New beef campaign – throw another steak on the barbie
MLA's summer beef marketing campaign aims to have Australians throwing more beef on the barbecue this summer and banding together to let the world know that we love to throw beef steaks – not shrimps - on the ‘barbie’.
Andrew Cox, Meat & Livestock Australia’s Group Marketing Manager said “A barbecue without beef is not really a barbecue. This campaign is all about correcting the myth created when Paul Hogan told the world we throw shrimps on the barbie all those years ago.”
“In a recent survey* conducted by Galaxy Research, 77% considered steak to be the traditional Australian barbecue offering, rather than prawns at just 9%. This campaign builds on the strong connection Australians have with beef by encouraging them to cook even more beef steaks on the barbecue this summer."
The campaign launched on 4 November, and is fronted by beef fanatic, comedian and radio host Merrick Watts. He stars in a television commercial urging Australians to sign a Facebook petition for MLA to set the record straight with the line “I’ll throw another STEAK on the barbie for you”. Within five days, the ad has already hit almsot 700,000 views on YouTube.
The commercial will run for three weeks in major metropolitan areas and some regional centres and is supported by extensive digital media, radio, point of sale materials and outdoor activations.
A new issue of Entice magazine supports the campaign, providing consumers with beef recipes, tips and information on a range of cuts including rump, striploin and t-bone steaks, mince and short ribs. Two million copies of the magazine have been distributed nationally by retailers and major supermarkets.
The campaign follows the recent winter beef campaign which ran throughout June and July in which 82% of butchers participated, 60% of which rated the sales impact of the campaign on their business as good or excellent. Beef’s category value share rose slightly compared with last year (+0.11 share points) to 39.16% over the period.
View the television commercial
*The survey was conducted by Galaxy Research amongst 1,250 respondents in October 2012
Source: Meat & Livestock Australia, 5 November 2012
