Domestic Lamb

Consumers to ‘meat’ lamb and beef in new campaign

Sheep Central, December 1, 2023

MEAT & LIVESTOCK Australia has launched its first joint domestic lamb and beef marketing campaign as drops in retail prices are followed by a lift in consumer buying.

MLA said Australian beef and lamb have joined forces for the first time in the new push to drive consumption for the start of Summer.

The ad features iconic lambassador and ex-AFL star, Sam Kekovich, and Broncos and Maroons legend, Sam Thaiday representing beef, with the pair putting aside their differences in football codes to promote their shared love of Aussie red meats.

MLA managing director Jason Strong said there has been an increasing number of consumers looking to purchase beef and lamb in recent weeks.

“Even before we hit Summer, we’ve seen retail prices fall and purchases soar.

“Data from MLA via NielsenIQ Homescan shows that in the 12 weeks to 5 November, the retail price for lamb has fallen 13.6 percent and beef has fallen 6.4pc,” he said.

“This has led to a surge in volume purchased at this time, with lamb up 17.2pc and beef up 7.7pc.

“We expect this to continue through December towards Christmas.”

Mr Strong said the new ad was an addition to the existing beef and lamb campaign calendar and was developed to support the industry at a time when saleyard prices had declined through a large part of 2023.

“There has been good news in the last few weeks with some areas receiving decent rain and a lift in saleyard prices – but producers have also experienced a dry Winter and saleyard prices remain below 10-year averages,” he said.

“This new ad is helping us reach out to Australian shoppers to illustrate that red meat is great value leading up to Christmas.

“Now is a great time to pick up some Australian beef and lamb,” Mr Strong said.

“They are both delicious.”

Watch the ad here | Both Bloody Delicious


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  1. Tom Casey, December 1, 2023

    Mr Kekovich looks the healthiest. It must be the omega three in lamb. Sam is the bigger Sam nowadays.

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