Targeted marketing based on in-depth consumer insight research has no doubt provided the foundation for red meat’s resilience on the domestic scene.
This year, marketers delved into everything from identifying when the majority of shoppers decide what to have for dinner to exactly what consumers mean when they say ‘animal welfare’.
In September, Meat and Livestock Australia launched an innovative campaign called “So What’s for Dinner” which sought to provide general practitioners and dietitians with the Australian Dietary Guidelines on how much and how often to eat red meat, incorporated with meal inspirations.
MLA’s chief marketing and communications officer Lisa Sharp said ADGs were evidence-based so following them would contribute to positive health outcomes by people eating meals, not food groups, grams or serves.
Meanwhile, researchers on a mission to better match lamb with emerging consumer trends found the potential was strong to fabricate cuts that ticked boxes like convenience, modern tastes and the need to feed smaller households.
Likewise, it was identified there was solid opportunity for marketing on nutritional claims that the lamb industry hadn’t fully tapped.
One result has been lamb’s 700 gram compact shoulder roast - a slow-cooked style of pulled lamb which is easy to cook and suitable for feeding one to two people.
Also challenging the perception that lamb is hard to cook and not suitable as an everyday option is the latest spring campaign.
Australian lamb has slowed down in consumption with consumers opting for other proteins that are perceived to be easier to cook so ‘Too Easy’ was developed to inspire people aged 18 to 44 years to eat lamb more often.
Two TV adverts played on the common Aussie vernacular showing that preparing a delicious lamb meal is so easy you can do it with the minimum of effort.
Celebrity chef, Shane Delia, has also been challenging people to “Lamb You Back” demonstrating that lamb is the perfect way to show your appreciation.
At this year’s premier sheep conference, LambEx, delegates were served a mouthwatering dessert which was created to pay homage to a subject heavily discussed – the versatility of the animal and where it’s future with consumers, both Australian and abroad, lies.
MLA’s managing director Richard Norton said in the last 30 years lamb has gone from an only Australian product to a now multicultural product.
“In Australia 30 years ago lamb was a product that was on everyone’s table every night,” Mr Norton said.
“It was very much an Australian product – now it is a multicultural product that brings people together and a product that has relevance right across the world.”
Mr Norton said he believed the versatility of lamb would help it remain relevant under the new higher price regime.
“The versatility of lamb, from the low-end to fine dining, and what we do with all of the cuts, as well as getting marbling scores to restaurants – that will underpin it,” he said.
