Red Meat

How Removing Constraints On Demand Can
Deliver Serious Benefits. $1 Billion Is Something
To Dance About

EXECUTIVE SUMMARY

A campaign that reversed negative attitudes and helped boost consumer expenditure by $1 billion.

How do you change community sentiment towards a $6 billion food category after years of exposure to negativity from the press and special interest groups?

That was the challenge facing Meat & Livestock Australia and their agency, The Campaign Palace – to reduce barriers to consumption of red meat. Overcoming decades of adverse news reports and negative communication proclaiming that a healthy diet meant reducing or eliminating red meat.

And how to do this in an environment of increasing nutrition communication clutter?

MLA believed that any attempt to remove this barrier needed to be addressed in a comprehensive, strategic way. Firstly, it had to be founded in science, and any nutrition promotion for red meat had to maintain the highest level of integrity. This work began in 1999. Secondly, key nutrition organisations had to be engaged, to contribute to the scientific effort, as well as endorse or support any nutrition claims that would be made. Thirdly, general practitioners, dietitians and nutritionists needed to be informed of the science, and be supportive of the nutritional messages. It was only after these strategic issues were addressed that MLA could begin to communicate directly with consumers.