Red Meat
How Removing Constraints On Demand CanDeliver Serious Benefits. $1 Billion Is SomethingTo Dance About
EXECUTIVE SUMMARY
A campaign that reversed negative attitudes and helped boost consumer expenditure by $1 billion.
How do you change community sentiment towards a $6 billion food category after years of exposure to negativity from the press and special interest groups?
That was the challenge facing Meat & Livestock Australia and their agency, The Campaign Palace – to reduce barriers to consumption of red meat. Overcoming decades of adverse news reports and negative communication proclaiming that a healthy diet meant reducing or...