Meat and Livestock Australia - Red Meat Campaign - From Public Enemy No.2 to Well-Being Food

After year's of negative perceptions against red meat being unhealthy, The Campaign Palace’s proprietary “True Who” social research peered over the horizon and identified a massive change in consumer attitudes to health and well being.
Agency: The Campaign PalaceAuthor: Mark Sareff

Meat and Livestock Australia – Red Meat Campaign – From Public No. 2 to “Well-being Food”

BACKGROUND

Dial the clock back a mere 5 years and you'd have been quite convinced that red meat was public enemy #2. You'd have believed – with considerable support from medical authorities, nutritionists, the popular press (and others) – that if cigarettes didn't kill you, red meat would.

Yet within a relatively short time, negative attitudes have been reversed and the corresponding behaviour change has helped boost consumer expenditure on red meat by over $1...

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