Goup of Eight University US fast food company Australian Supermarket Leading retail bank Global food manufacturer Listed fertilizer company Victorian State Government Department of Resources, Energy and Tourism Home Improvement Consumer Products Hardware retail chain Meat and Livestock Australia
 
Challenge
 
To reverse a 20 year decline in red meat consumption in Australia.
 
Approach
 
  MARKET RESEACH  
 
A comprehensive program of qualitative and quantitative consumer research was needed. Shopper behavioural tracking and trade research gave further depth to a full usage and attitude study.
     
  STRATEGY  
 
A holistic strategic response was devised including a clever marketing campaign, product quality program, a trade capability package and new product development.
     

 

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Meat Meat and Livestock Australia

The McKINNA Factor

The research clearly indicated that the problem would not be solved through advertising alone. Although the project resulted in the award winning Beef Short Cuts advertising campaign, the lasting legacy was the Meat Standards Australia
grading system.