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

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...
Not a subscriber?

Schedule your live demo with our team today