A campaign launched last month by Meat and Livestock Australia uses the slogan ‘Beef. It’s how we keep warm’. It aims to boost beef sales.
The campaign follows the summer “Nothing beats beef” campaign which ran from November 2012 until February 2013. Overall total fresh beef sales for summer (November-February) increased by 0.5% compared to November-February last year, with steak sales up 2.9%.
MLA consumer marketing manager, Andrew Cox, says consumers would connect with the campaign because they recognise the benefits of hearty beef meals in the cooler months.
“Winter sees a natural spike in beef sales because people love eating hearty meals like beef curry and casserole,” said says Cox.
MLA’s consumer research has shown how consumer behaviour changes in winter. When cold weather arrives consumers crave warming meals, and beef is the perfect winter food because it satisfies those cravings, Cox says.
“We’re leveraging that association and reminding people of beef’s versatility, with recipes for a wide variety of meals from quick-cook curries to casseroles and roasts.”
