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Sheepmeat Council : Sheepmeat 2015 2016
28 SHEEPMEAT COUNCIL OF AUSTRALIA ANNUAL MUSTER 2015-16 MARKETING, MARKET ACCESS & TRADE Trade, Market Access and Marketing (continued) marketing and promotional programs for sheepmeat and livestock with the goal of building global demand and ensuring maximum return to levy payers. The MLA Global Marketing Plan must respond to the changing global marketplace understanding trends and the implications on consumers’ purchasing patterns. It is important to understand where sheepmeat sits compared with other meats and extensive research and tracking is carried out in each market (including the domestic market) to better understand local needs and preferences, implications of megatrends such as sustainability and health, cooking styles and nutrition. For example pork dominates purchases in China followed by beef and chicken whereas in the US, beef is the major purchase closely followed by chicken with pork in third position. This is often driven by price and Australian sheepmeat cannot compete on price so it must be promoted on its quality. The True Aussie brand has been launched in selected markets and is well positioned to meet consumer megatrends around sustainability and enjoyment. The focus is now on building the brand for sheepmeat in individual markets establishing specific sheepmeat attributes. In order to focus on the requirements of each market a regional strategy has been developed where markets are classified as either growth, maintenance, to develop or to be managed strategically. The domestic market accounts for 41% of Australian lamb sales by value so it is important that it is maintained. To keep lamb on the menu in an increasingly competitive protein market there has been a focus on owning ‘key occasions’ to engage consumers and maintain relevance. Lamb is being positioned as being ‘loved by everyone’ and that you shouldn’t ‘lamb alone’. The Richie Benaud Australia Day campaign built on this premise that lamb should be Richie Benaud Australia Day campaign The Australia Day lamb campaign is one of the most successful in Australian lamb promotions history. For the 2015 campaign Richie Benaud, the voice of summer, the Australia Day cricket match and a personification of the universal appeal of the brand itself invited a host of equally iconic Aussies from Captain ‘Cooky’ Cook to Ita Buttrose over to his place for the greatest barbecue of all time. Even Sam Kekovich got an invite, although Billy Birmingham wasn’t so lucky. The campaign was extended through public relations, Out of Home media, Point of Sale and social media, where people could share their impressions of Richie to win the chance to barbecue with the man himself. The television commercial performed well on branding measures (43%, versus 21% for norm), with a high overall cut-through (including engagement, talkability and enjoyment). The viewer response was strong, with 47% of respondents agreeing that the advert made them ‘more likely to eat lamb’ and 60% agreeing that ‘Lamb is our national meat’ (both above norms). The campaign gave a media return on investment of 276% and a total added value of $1.5m. This includes a reach of 7.8m people on television with integration pieces (thanks to 39 minutes of in-program segments), 1.13m views of the television commercial online and 2.4m magazine reach. The campaign was extremely well received by media, with a total coverage achieved of 849 pieces, with an ‘opportunity to see’ of 69,434,454 (cumulative audience). About 81% of butchers reported taking part in the campaign with 41% reporting sales being excellent or very good. For the first time, all major retailers (Coles, Woolworths, Aldi and IGA) supported the campaign with point of sale material, catalogue features, online promotions, in-store activations (sampling) and consumer competitions. The campaign delivered an impressive uplift in sales on the previous week of 35.3% in value, substantially higher than 2014. The 2015 Australia Day Lamb advert won the Australian media and marketing industry’s most esteemed and hardest to win award the Mumbrella 2015 TV ad of the year. Image source: Australia Day Lamb Campaign 2015