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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 ...

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 ...

How advertising 1994-7 by the Meat and Livestock Commission supported the red meat market against negative forces (long-term habit changes plus the BSE crisis). 1994 objective: to stem decline in peop ...

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 ...

Test of upweighted expenditure in 1982 in South West TV region, planned to run 2 years at three times the national budget level. Market definition and recent history and the role of the Meat Promotion ...