Meat and Livestock Australia - The 'Kids Love Mince' campaign

Elizabeth Clerke and Danielle Aarons

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 into four relevant segments (described), and direct specific advertising messages to each.

Meat and Livestock Australia

From old fashioned mince to mum's saviour: The Kid's Love Mince' campaign

Authors: Danielle Aarons, assisted by Elizabeth Clerke Agency: The Campaign Palace

Objectives: To give new life to a staple product that was perceived as ubiquitous but not compelling. Increase sales and consumption of mince.
Result: 16% growth in weekly mince consumption during the campaign.

INTRODUCTION

Giving new meaning to a staple food and generating $20.3 million in sales in the process. For decades, beef mince has been viewed as...

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