Meat & Livestock Australia: Turning the Corner on a Forty Year Decline

This case study describes the Australian Meat and Livestock Association's campaign to improve the fortunes of the beef industry, in the face of steady decline by branding beef as fuel for everyday champions.

Meat & Livestock Australia: Turning the Corner on a Forty Year Decline

Executive Summary

Since the 1970s beef consumption in Australia has been in steady decline, seeing it eventually replaced as the number one meat by volume in 2007 by chicken.

Due to the immense pressure from the beef industry, the relaunch of beef in 2015 was seen as the most important marketing initiative in MLA's history.

The results from the campaign have been nothing short of exceptional. For the first time in 5 years we finished the year with an increase in market share, with all leading brand targets...

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