Agency: The Campaign Palace | Author: 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...