Effies
Australia
Turning the Corner on a Forty Year Decline
Agency
BMF
Client
Meat & Livestock Australia
Awards
Bronze
Food, Confectionery & Snacks
Case Study
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 smashed and an extraordinary ROI of 277%
Case study
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Credits
| Group Strategy Director / Author | David Warren | ||||||||
| Executive Creative Director | Cam Blackley | ||||||||
| Creative Director | Justin Ruben | ||||||||
| Art Director | Ryan Fitzgerald | ||||||||
| Copywriter | Jim Curtis | ||||||||
| Designer | Lincoln Grice | ||||||||
| Group Account Director | Kura Tyerman | ||||||||
| Account Director | Pat Rowley | ||||||||
| Account Manager | Rose Flowers | ||||||||
| Agency Producer | Jenny Lee-Archer | ||||||||
| Art Buyer | Basir Salleh | ||||||||
| Print Producer | Jane Winnick | ||||||||
| General Manager, Central Marketing | Michael Edmonds | MLA | |||||||
| Marketing Manager ? Consumer Programs | Andrew Howie | MLA | |||||||
| Senior Brand Manager ? Beef | Natalie Johnson | MLA | |||||||
| Assistant Brand Manager ? Beef | Anna Swan | MLA | |||||||
| Marketing Insights Manager ? Global | Tertia Dippenaar | MLA |