Meat and Livestock Australia (MLA) has launched its latest beef marketing campaign – educating Australian women about the nutritional superiority of beef as the best source of dietary iron.
Under the “You’re better on Beef” banner, the new campaign builds on the nutrition messages of recent MLA Beef marketing campaigns – while directly addressing the trend of women increasingly reaching for supplements or green vegetables to address iron and health issues, rather than beef.
The new campaign is driven by MLA research which shows that behind price, nutrition is the most important purchase driver in Australia. We also know that one in three Australian women are not getting enough iron from their diet, despite the fact they need twice the daily iron intake than men.
The campaign delivers practical information in an engaging way, encouraging Australian women to help limit health issues by regularly eating iron-rich beef.
A central part of the campaign is an educational video series featuring TV personality Dr Andrew Rochford, highlighting the superiority of beef compared to other common sources of iron. There are also new mobile, display and online video partnerships, helping to deliver key messages around beef directly to women as they actively seek out recipe ideas.
The campaign also includes a recipe partnership with online recipe hub Tasty – providing “how to” recipe videos and content, featuring simple beef recipes showing women how easy it is to use beef to meet their iron needs.
MLA’s Australian Marketing Manager Andrew Howie said the latest beef campaign was a continuation of the important consumer nutrition messages delivered to Australians under the “You’re better on Beef” banner.
“Nutrition remains one of the key purchase drivers for Australian consumers,” Mr Howie said.
“This campaign highlights the natural superiority of beef as the best source of dietary iron in appealing directly to Australian consumers, particularly women.
“Recently, we have seen an increase in some women seeking to address their iron needs and health issues by reaching for supplements. The campaign speaks to these women by providing information about the natural benefits of beef compared to supplements and other proteins.”
Mr Howie said like other MLA marketing activities, this campaign is based on data and consumer insights, as well as learnings from previous campaigns.
“We have seen strong results in our target demographics of previous campaigns since the ‘You’re better on Beef’ banner was launched in 2015,” Mr Howie said.
“We are continually driven by creating marketing campaigns that are effective in driving demand for red meat and ultimately deliver returns to producers at farm gate.
“This campaign is no different – utilising multiple channels to effectively target Australian women with factual information around beef and iron.”
To view the new educational video series featuring Dr Andrew Rochford, visit here.
For an overview of MLA’s domestic beef marketing activity click here.
