Australia launches new beef campaign

by Meat&Poultry Staff
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NORTH SYDNEY, AUSTRALIA – Meat & Livestock Australia’s (M.L.A.'s) newest marketing campaign is attempting to entice Australian consumers to put beef casseroles back on family dinner tables this winter with new recipes and advice on cut selection and cooking.

According to David Thomason, M.L.A. general manager, marketing, the previous two campaigns were successful in increasing the volume of beef casserole cuts purchased.

"In winter 2009, beef servings over the campaign period averaged 52.67 million per week, which was 6.81 million per week higher than the same time in the previous year, according to Roy Morgan data," he said.

Now in its third successive year, this winter's beef campaign focuses on the latest edition of Entice magazine, available free at butcher stores and supermarkets. This magazine features tips on how to make the perfect beef casserole, including choosing the best cuts of meat and simmering techniques. This issue of Entice also show consumers how to cook using cuts such as chuck, boneless shin and blade for casseroles and braises.

"We are aiming not only to build householders' confidence to cook a greater range of beef dishes such as casseroles and roasts, but to drive further beef purchasing by enticing consumers to expand their repertoires even further to include meals such as goulash, curries and beef bourguignon," Mr. Thomason said.

One part of the campaign, a 'What's New' infomercial, will air on TV in Sydney, while a commercial featuring Duncan Armstrong and Laurie Lawrence will air in Brisbane, Melbourne, Adelaide, Perth and Tasmania. Both these commercials will promote Entice magazine and run for three weeks from June 1.

Public-relations activities targeting food media, with advertorials featuring a range of beef casserole-style recipes and tips, will run throughout winter in high reach magazines, including Australian Women's Weekly and New Idea.

Retail point-of-sale and online promotional activities will also attempt to encourage consumers to warm up this winter with beef casserole-inspired dishes.

View Entice, including the recipes online, at www.enticemagazine.com.au.
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