M - N: Meat & Livestock Australia

 

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition. This involved advertising in January, tradit ...

The objective of the We Love our Lamb campaign in 2001/2002 was to drive consumer demand for Lamb and provide Lamb producers a significant return on a modest advertising investment. The campaign enabl ...

This case study details a sustained return on investment achieved from an outstanding advertising campaign, the 'Red Meat. Feel Good' campaign. As the Gold Pinnacle winner in the 7th Advertising Effec ...

This case demonstrates how an effective marketing strategy that can be continually refreshed creatively can provide long-term and even exponential growth in success and rewards. The 'We love our Lamb' ...

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 ...

This case is about how Meat & Livestock Australia (MLA) and its agency BMF delivered a significant return on a modest advertising investment from lamb producers. The campaign enabled the value of the ...

This case is about a campaign that reversed negative attitudes toward red meat and helped boost consumer expenditure by A$1 billion. 'Red Meat. Feel Good' required a new way of communicating nutrition ...

Campaign, May-August 1999, to reinvigorate a staple and dull product, beef mince. Campaign had to not only reposition mince, but bring about behavioural change: the key was to segment cooking mothers ...

Campaign, 1999-2000, to halt a 12 - year decline in lamb consumption, then increase it by 10%. Involved repositioning lamb in consumers' minds. Two-pronged campaign structure: 1) brand advertising (co ...

In June 1993 no one who understood the red meat industry would have predicted a resurgence in lean beef sales over the forthcoming years. The reversal in beef's fortunes was dramatic - the largest inc ...

Meat consumption was in serious decline. In 1977 Australians consumed 70 kg of beef and veal. By 1984/85 this had dropped to 42 kg. In 1985 the newly established roles of advertising were : To overc ...