Meat and Livestock Australia
From old fashioned mince to mum's saviour: The Kid's Love Mince' campaign
Authors: Danielle Aarons, assisted by Elizabeth Clerke Agency: The Campaign Palace
- Objectives: To give new life to a staple product that was perceived as ubiquitous but not compelling. Increase sales and consumption of mince.
- Result: 16% growth in weekly mince consumption during the campaign.
INTRODUCTION
Giving new meaning to a staple food and generating $20.3 million in sales in the process. For decades, beef mince has been viewed as...