Aussie lamb and beef to feed Olympic appetite in Japan

Sheep Central, June 28, 2021

AUSTRALIAN lamb and beef will go Olympic with Meat & Livestock Australia’s major Japanese consumer campaign ‘Let’s Barbie’ running from June to September.

MLA said the campaign promotes purchasing and cooking thick cut steak at home while encouraging a healthy, active lifestyle.

“This year’s theme builds on the strong emotional connection consumers have with Aussie Beef and staying Genki – a Japanese word that means vitality,” MLA’s regional manager in Japan, Scott Walker, said.

The campaign integrates traditional, digital and offline media channels built around a bespoke television commercial (TVC). MLA said highlights include strategic nationwide TVC coverage during the Olympic period.

MLA is an official partner for the Australian Olympic and Paralympic team in Japan, so positioning the campaign along with the partnership will ensure Australian beef gets maximum exposure during the event.

Coinciding with the Olympics will be a three-month pop-up Aussie Beef Clubhouse that will bring the experience of Aussie style barbeque directly to Japanese consumers.

“There is a BBQ venue that can host up to 700 people in the Toyosu region of Tokyo, which is very close to where the games will be held,” Mr Walker said.

“For three months, we will be rebranding that venue with our international True Aussie Beef brand and offering barbequed Australian beef.

“Over this three-month period, we plan to reach around 90,000 consumers, helping to familiarise them with Australian beef and its flavour.”

Source – MLA.


Your email address will not be published. Required fields are marked *

Your comment will not appear until it has been moderated.
Contributions that contravene our Comments Policy will not be published.


  1. Katrina Love, July 2, 2021

    One hopes that athletes who have reached that level of competition understand their performance and nutrition requirements and know that animal protein can only harm, not enhance, their ability to perform at the highest level. I expect that in this age, most follow the science and consequently, also follow a whole food plant-based diet.

Get Sheep Central's news headlines emailed to you -