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0� The Campaign Palace Meat&LivestockAustralia2007
Contents
Executivesummary 03
Background 04
Thestrategicchallenges 07
Fiveguidingprinciples 09
Thebusinessgoalandstrategy 12
Communicationstrategydevelopment 13
Campaigneffect 28
Othervariables 40
Conclusion 41
Appendix 42
0� The Campaign Palace Meat&LivestockAustralia2007
OnlyadecadeagomanyAustraliansbelievedeatingRedMeatwaslikesmokingcigarettes–ifonedidn’tkillyou,theotherwould.
Sincethen,apotentcampaignconductedin2phasesischangingattitudesandbehaviour,underpinningsignificantgrowthinredmeatdemand.
Fromaconvictionthattheyshouldlimittheamountofredmeatinthehome,Mumsincreasinglybelieveitisessentialforwell-beingandarewellontheirwaytoservingredmeat3-4timesaweek.
Infiveyearssincelaunch,decliningdemandhasbeenturnedaroundandannualconsumerexpenditureonredmeathasgrownfrom$6.3billion(2001)to$8.7billion(2006)–amassivegrowthof$2.4billionperyear.
Althoughseveralfactorshavecontributedtothisgrowth,thechangeinthenutritionalreputationofredmeathasbeenhighlysignificant.Basedonconsumerexpenditureanddemandmodels,this5year,$4-5millionp.a.campaignhasbeenthecatalystforanoutstandingcumulativereturnof$3.4bn(2001–2006).
Theconsumercampaignhasevolvedsincethe‘RedMeat.FeelGood’(RMFG)launchinFebruary2002.LearningsfromRMFGledtothedevelopmentofanew,moreprovocative’Weweremeanttoeatit’campaign,launchedinMarch2006.
Thispaperhighlightsthepowerofcontinuallyreviewingandchallengingthecommunicationsstrategy,basedonconsumerinsightsandcampaignlearnings.Itdemonstratesthevalueofconfrontingnegativeattitudeshead-onwithpowerfulmessagesandbreakthroughcreative.
Executive summary
0� The Campaign Palace Meat&LivestockAustralia2007
PriortotheRedMeatFeelGood(RMFG)campaign,consumerdemandforredmeathadbeeninlong-termdecline.Inspiteofshorttermsuccesses,thedeclinecontinuedinexorably.ThreemainforceshelpeddepressdemandandundermineconfidencethroughouttheRedMeatindustry:
1. Concernsaboutredmeat’shealthvalue 2. Inconsistenteatingquality 3. Declineinretailbutchers
1. Concernsaboutredmeat’shealthvalueInspiteofthesuccessoftheearlier“Iron”campaignforbeef,redmeatfacedanincreasingstreamofunbalancedandnegativepress,allcondemningredmeatonthebasisofnegativehealthoutcomes.Thiscontinuousflowof‘eatlessredmeatforhealth’messagescreatedanincreasinglynegativeenvironmentforredmeatmarketing.
Comparedto1997,consumerattitudeshaddeterioratedsharplyby1999.Intwoyears,overallredmeatnegativeshadalmostdoubledfrom22%to41%.
Background
0% 30% 60% 90%
Red Meat negatives22%
41%
79%
55%
72%
63%
199756%
43%
Iron positives
Goodness
Enjoyment
Red Meat Consumer Impression Points Summary
1999
Source: Dangar Tracking Study, 1997 and 1999.
Red Meat Consumer Impression Points Summary
0� The Campaign Palace Meat&LivestockAustralia2007
Background
2.InconsistentEatingQualityConsumerscontinuedtoexperiencevariableeatingqualityforbeef,affectingdemand.Whileearliercampaignssuchas“LoveMeTender”hadmadeanadvertisingimpact,theconsumerexperiencedidnotalwaysmatchthepromise.
3.DeclineinRetailButchersRetailbutchershadtraditionallybeenthefrontlinesalesforcefortheredmeatindustry.Assupermarketsgrewshareandconsumerslosttheirpersonalinteractionwiththeirbutchers,consumerknowledgeofmeatandappreciationofdifferentcutsdeclined.Thisledtofallingsatisfactionandgreaterpropensityforalternativefoods.Fallingre-investmentbybutchersintheirbusinessescompoundedthis.
Retail Butchers in Australia
7,000
6,000
5,000
4,000
3,000
2,000
1,000
01988 2006
0� The Campaign Palace Meat&LivestockAustralia2007
Background
Inspiteofshorttermspikesinconsumerdemandassociatedwithcampaignssuchas“Iron”and“TrimLamb”,longtermdemand*continuedtodecline.Heavyindustryinvestmentinadvertisingduringthistimehadn’talteredthistrendandindustryconfidenceinadvertisingwasshaken.
Freshthinkingwasneeded.
25.0 30.0 35.0 40.0 45.0 50.0
300.0
350.0
400.0
450.0
500.0
550.0
600.0
Demand prior to campaign in long-term decline
defla
ted
reta
il pr
ices
(198
0 ba
se)
per capita consumption
Demand
falling
1980
1990
2000
Source: MLA.
*SeeAppendix:ConsumerDemandModelling
Beef demand prior to campaign in long-term decline
=0.67
0� The Campaign Palace Meat&LivestockAustralia2007
The strategic challenges
Turningaroundamajor,ubiquitousandcomplexcategorylikemeatwasonlygoingtobeachievedbyaddressingthefundamentalcausesofthedecline.“Clever”adshadbeentried,andfailed.
Challenge1–Quality:In1998,MLAandtheindustryembarkedonamajorqualityprogram,encouragingproducerstothinkofthemselvesasbeinginthe“foodbusiness”,notthe“cattlebusiness”.Amajorresearchprogramidentifiedthecausesofvariabilityineatingquality,leadingtheindustrytobuildeatingqualityparametersintotheirspecifications,notjustpriceandyield.
Consumerconfidenceinthequalityofbeefandlambisnowthehighestofallmeats.
Challenge2–Butchers:Stalesupermarketmeatpresentationandthedeclineofbutcherswereaddressedwitha“RaisingTheStandard”strategy–reinforcingtheimportanceofmeatforsupermarketsandshowcasingworldmeatmerchandisingtrends.Thishelpedmeatmanagersdevelopnewapproachestoquality,range,presentationandpromotion.
AnewRedMeatNetworkingClubidentifiedprogressivebutchers,helpingthemdevelopnewstorestandardsandmarketingpractices.Acrucialbenefitofour“SingingButchers”TVCwascelebratingthepridethatbutchersfeltabouttheirprofession.
Incontrasttotheirlong-termdecline,retailbutchersarenowgrowingshareandreinvestingintheirbusinesses.
0� The Campaign Palace Meat&LivestockAustralia2007
The strategic challenges
Challenge3-Addressingthelongtermandgrowingnegativehealthperceptionsaroundredmeat:ThiswasthetaskofourRedMeatcommunicationscampaign.
Wefacedtwokeyissuesinredmeathealthmarketing.Firstly,limitedmarketingfunds-comparedtothemajorfoodmarketers,MLAhadfarlesstospend.
RedMeat’sbudgetcouldonlybuya1½minuteconversationwith80%ofAustraliansoverafullyear.Clearlythecommunicationwouldhavetopunchwellaboveitsweight.
Thesecond(larger)challengewasthatofdealingwithadietarystaple–routinelypurchased,inacategorywithlittleexcitementorretailerinnovation-howtogetpast‘non-think’behaviouranddeeplyembeddedbeliefs.
0
10
20
30
40
50
60
70
80
Comparative Food Marketers Media Spends 2002
Con
fect
ione
ry
McD
onal
ds
Bre
akfa
st F
ood
Dai
ry p
rodu
cts
KFC
Sna
ckfo
od
Hun
gry
Jack
s
Ice
Cre
am
Vege
tabl
es
Bre
ad
Bis
cuits
Piz
za H
ut
Red
Roo
ster
Mea
ls (p
acka
ged)
Jam
s &
Spr
eads
Sou
ps
Dom
inos
Ric
e/P
asta
Des
sert
s
Sea
food
s
Pie
s/P
astie
s
MLA
– L
amb
Bur
ger
Kin
g
Pou
ltry
MLA
– B
eef
Hea
lth F
oods
Por
k C
ounc
il
Comparative Food Marketers Media Spends 2002
0� The Campaign Palace Meat&LivestockAustralia2007
Five guiding principles
Fiveprincipleshaveconsistentlyguidedeverythingwedo:
1.CommunicationIntegrity.Allcampaigninformationmustbebackedupbysoundscienceforlong-termcampaigneffectiveness.
TheRMFGcampaignwasbasedonthefindingsofanExpertAdvisoryCommitteeReport(‘TheroleofRedMeatinhealthyAustraliandiets’)publishedinFebruary2001.Thisevidence-basedreportdebunkedmanyoftheprevalentmythsaboutredmeatconsumption(‘makesyoufat’;‘causesheartdisease’)andrecommendedAustralianseat3-4redmeatmealsperweek.Thisbecametheconsumptionfrequencygoalfornutritionmarketingactivity.
Ongoingresearchinvestmentandconsultationwithworldexpertscontinuesbuildingourunderstandingofredmeat’snutritionalbenefits.
2.KeyopinionleadersBuildingandmaintainingrelationshipswithkeyopinionleaders(keyexpertsandhealthandnutritionorganisations)isessential.Ongoingcommunicationwiththeseorganisationsensuresaccuracyinourmessages,supportforthesemessagesandconsistencyinredmeatcommunicationwithinthehealthcommunity.
Five guiding principles
3.Alertinghealthprofessionalswithnewredmeatandhealthinformation.GPsanddietitiansaremajorinfluencersonconsumerattitudestohealthandnutrition.Wecommunicatetotheseimportantinfluencerspriorto,andduringthecampaigntoensuretheyareabreastofthenewinformationandsupportthekeymessages.
4.Emotionallyengagingconsumercommunication,notjustrationalinformation.Thereisplentyofnutritionadvertising,mostofwhichisjustnoiseandclutter.Itismainlyrationalandtonallyoverlyworthy.Unsurprisingly,itpassesconsumersbywithlittleeffect:
“We hear so much about nutrition these days. Most just washes over me.”
“I don’t want to hear about daily nutrients. We hear the same for cereals, bread and dairy. It’s just getting on the bandwagon.”
Bycontrast,largestrideshavebeenmadeinunderstandingmessageprocessing.Thisnewlearningrecognisestheimportanceoffirstengagingemotionallypriortotryingtoimpartrationalinformation.(Kahneman,Gordon)
10 The Campaign Palace Meat&LivestockAustralia2007
Five guiding principles
5.Passionforbreakthroughstrategyandadvertising.Adedicatedandpassionateteam,whoarenotafraidtobreaknewgroundandchallengeconventionalthinking.
Advertising TheCampaignPalace
MediaPlanning TheMediaPalace(2002),BellamyHayden (2002–2006)
MediaBuying Zenith(2002),UniversalMcCann (2003–2006)
PublicRelations FleishmanHillard(2002–2005),Hausmann (2005–2006)
MarketResearch TheLeadingEdge(2002–2006), MilwardBrown(2006)
LizDangar(2002–2003), JulieDang(2004–2006)
StreetTheatre Maverick
11 The Campaign Palace Meat&LivestockAustralia2007
The business goal and strategy
MLA’sover-ridingobjectiveforallmarketingcampaignsistogrowdemandforbeefandlamb.
Toachievethis,MLAsetinplace2parallel,complementarystrategiesintendedtogrowBeefandLambdemand.Thefirststrategy(thefocusofthispaper)istoremovebarrierstoconsumption.
Thesecondstrategyistopromotemealenjoyment(roleofthebeefandlambbrands)
NutritionReasons to
embrace
Meal IdeasReasons to
cook
TasteReasons to
enjoy
ConvenienceReasons to
buy
Role for Red Meat NutritionCampaign
Role for Beef and Lamb
Remove barriers
Promote enjoyment
1� The Campaign Palace Meat&LivestockAustralia2007
Role for Red Meat Nutrition, Lamb and Beef
Communication strategy development
TheobjectivefortheRedMeatNutritioncampaignwastoreducebarrierstooverallredmeatconsumption.
Wedevelopedalong-termprogram,knowingitwasamajorchallengetoturnarounddeeplyentrenchedconsumerhealthbeliefs.Thiswasnotgoingtobequickoreasy!
Phase1:‘RedMeat.FeelGood’StrategyDevelopment
Thecampaignstrategyaimedtopositionredmeatasasourceofvitalityandwell-beingandtocapturethejoyofliving.
Weranextensivequalitativeresearchwithourtarget(motherswithkids5-17).Weuncoveredasignificantshiftinthinking–healthwasbecomingmuchmorethandiseasecontrol,butalsoaboutvitalityandwell-being.
Thechallengewastocommunicatethepositivenutritionstorywithafeel-goodtake-out.Thisledtothecreationofthe‘RedMeat.FeelGood’(RMFG)campaign.
RMFGCampaign
ThisisafullyintegratedcampaignledbyTV,includingprint,onlineandPOS.ItcommencedinFebruary2002.The“DancingButchers”executionwastheflagshipcreativeandraninall3years.
1� The Campaign Palace Meat&LivestockAustralia2007
1� The Campaign Palace Meat&LivestockAustralia2007
We open on a busy city centre street. There are lots of people mulling about.
We hear and catch glimpses of a group of people who are singing and chanting.
As the singing group come through the crowd we see they are a group of butchers who are handing out recipe cards...
...and singing the benefits of red meat… Chant…high in iron, high in protein...
M/VO: To attain an overall sense of vitality and wellbeing you need iron, omega �'s, protein, zinc and vitamin B1�.
M/VO: All of which you can get from your local butcher. Eat lean red meat at least � to � times a week and you'll feel better for it.
We cut to the butchers dancing to ‘I Love to Boogie’
We cut to: Super: Red Meat. Feel Good.
DancingButchers–45secTVC
Communication strategy development
Theongoingchallenge
Phase1wasextraordinarilysuccessful,andwasawardedtheAFA’sGoldPinnaclein2003.Itshiftedconsumerattitudessignificantlyandhelpedgrowredmeatdemand.
Oursuccessledmoremarketerstoalsoadopta“feelgood”positioning,makingitharderforustostandoutintheincreasingclutter.
Thecampaignincreasedredmeat’spositiveprofileinthecommunity.Thisalsohadtheeffectofdrawingoutmeat’scritics,whobecamemoreaggressiveinpushinga‘limitredmeatintake’message.
Astheenvironmentbecamemorepolarised,itwasclearthatweneededtoreviewthecommunicationsstrategyandaimforahigherground–migratingfromthe‘feelgood’positioningto‘essential’.Weneededtostrengthenconsumerrecognitionofredmeat’sessentialnaturetoensurecriticismofredmeatgainedlimitedtractioninthecommunity.
Wecommencedamajordiscoveryprogram,reviewingallourquantitativeresearchandcommissioningqualitativeresearchwithJulieDangin2004.
Weidentifiedfourattitudinalsegments;
Identifyingstatement
I enjoy red meat, it’s an important part of my diet
I like red meat well enough. It’s a regular part of my diet
I do eat some red meat although truthfully, it wouldn’t fuss me if I didn’t
I rarely eat red meat
Definition Appreciator Acceptor Resistor Rejector
Average red meat serving frequency per week
3.6 2.8 2.2 1
30% 38% 27% 5%Proportionof targetmarket
1� The Campaign Palace Meat&LivestockAustralia2007
Areviewofourtracking(TLE,2005)revealedagem-itwasclearthattheRMFGcampaignhadimpactedmostsignificantlyononekeyconsumersegment-‘Appreciators’-whorepresentaroundone-third(30%)ofMums.TheRMFGcampaignaffirmedtheirdesireandenjoymentforredmeat,andinaclimateofincreasinglyhighredmeatprices,theRMFGcampaignprovidedthenutritionallegitimacytocontinuetoserveredmeat3-4timesaweek.
However,tofurthershiftattitudesandgrowdemand,weneededtotackletwoadditionalkeyconsumersegmentswhowerecontinuingtorestrainredmeatintake–‘Acceptors’and‘Resistors’.‘Acceptors’representedaround38%ofMumsandalthoughenjoyingredmeat,wererestrictingintakeforbalanceandhealth.Theyconsumedredmeat2-3timesaweek.‘Resistors’representedaround27%ofMumsandthoughtthatredmeatisOKbutrestrictittoaroundtwiceaweek.Resistorsactivelyrestrainedintakebelievingeatingredmeatisnotnaturalandtheycangetthebenefitselsewhere.
Anew,morechallengingcommunicationsplatformwasrequired.Itwastimeto‘uptheante’.
1� The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
Breakthroughconsumerinsight
EarlyqualitativeresearchrevealedthattheRMFGadvertisinghadleftAcceptorsandResistors‘feelinggood’,butnotconvincedtheyneededtochangebehaviour.Thecampaigndidnotchallengetheirexistingbeliefsaboutfrequencyofconsumption.Inanutshell,redmeatneededtogetmoreseriousinitscommunication,morehard-edgedtobetakenseriouslyandprovokeamajorshiftinthinkingandbehaviour.
TheresearchuncoveredasignificantinternaltensioninAcceptorsandResistors.Thisbecamekeytotheevolutionofthestrategy.Thereisambivalencetoredmeatcharacterisedbymixedemotions.Thesewomenarecontinuallytornbetweenthe‘positive’and‘negative’ofredmeat.
WhetherMumsareAcceptorsorResistorsdependsonwheretheweightoftheir‘internalargument’tips.
• Enjoyable, ‘like the taste’
• Good for you, rich source of nutrients, essential for goodhealth and vitality
Positive Values
• Impact on weight, heart health,bowel health
• Unnatural – ‘we weren’t meant to be carnivores’, doesn’t digest well
• Sits heavy, weighs you down
Negative Values
The internal tension:Acceptor/Receptor status depends on where weight of the ‘internal argument’ tips
Argument for eating
Argument for limiting consumption
Source: Julie Dang Research.
1� The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
The internal tension
Thechallenge–howtoengagethesetwogroupsemotionally?Howtostripawaythenegativeswhichcurrentlyroadblock‘goodfeelings’fromencouragingconsumption?Ofthenegatives,whichisthetruebogeyman?
Resistorsprovedkey.WefoundthestrategicideaforResistorswouldworkacrossallsegments.
“Indications are that this segment (Resistors) is unlikely to reconnect with the positive values of red meat (both health and experiential) until the ‘unnatural’ issue is addressed. Only then are they likely to entertain the notion of eating more often.”
JulieDang,December2004
1� The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
Breakthroughinsight:Thescience
Sohowessentialisredmeattomodernman’shealth?Isitnaturalformantoeatredmeat?AndhowdoweconvinceAcceptorsandResistors(andretainAppreciators)?
Again,weturnedtoscience,consultingworldexpertsinanthropology,paleolithicnutritionandarchaeology–includingProfessorsRobertWinston(London),LorenCordain(Colorado),MichaelRichards(Leipzig)andDrMarkHorton(Bristol).
Weuncoveredanessentialtruththatwasnotwidelyknown,thatredmeatwasessentialtohumanevolution.That,whenmandescendedfromthetreesandstartedtoeatredmeat,humanscametobe.
Simplyput–thedifferencebetweenmanandapeisredmeat.
�0 The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
ThepropositionforPhase2Communication
Redmeatisthefoundationfoodofourevolution
CreativeDevelopmentresearch
Thisisaconfrontingpropositionandeventhoughfactuallyright,weknewpeoplewouldfinditchallenging.
Earlycreativeconceptresearch(JulieDang,2005)found:
1. Theconceptthatmanismeanttoeatredmeatisconfronting.
2. Itsimplicationthatwithoutredmeatwewouldnothaveevolvedbeyondapes,causesrealdiscomfortformany.
3. Theexecutionneedstobewatertight–itcausessuchdiscomfortthatpeoplelookforawaytoavoidengaging.They’dprefertoescapethecommunicationratherthanacknowledgethetruthitcontains.Inaccuracyorcarelessnessinexecutionwouldgivethem‘wriggleroom’allowingthemtoreducetheirinternaltensionbydismissingthecommunication–classiccognitivedissonance.
Toquotebutoneexample,anydepictionofcavemengavepeople‘anout’:
“Well cave men didn’t live very well or very long - did they?”Acceptor:JulieDang2005
�1 The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
Oneofourkeycreativechallengeswashowtocommunicatesuchaseriousmessageinanemotionallyengagingmanner.Inresearchweidentifiedtwokeyexecutionalclues.
1. Engagingandcrediblepresenter.Weexploredarangeofcandidatesandidentifiedtheperfectpresenter–SamNeill.Thiswashisfirstforayintoadvertising–becausehebelievedwholeheartedlyinthemessage.Hiscredibilityandlikeabilityhaveprovenintegral.
2. Retainthe“feelgood”payoff.The‘RedMeatBoogie’wascoretotheRMFGcampaign,encapsulatingthebenefitsofeatingredmeat.TheinclusionoftheboogieattheendofeachTVCensureswecontinuetocapturethefeelingofvitalityandwellbeingredmeatprovides.
CreativeEvaluationResearch
Recognisingtheneedtobe‘watertight’,weresearchedthefinishedadvertisingtoexcludeany‘wriggle-room’.
Thecommunicationworkedwellacrossourthreekeyconsumersegments,‘Appreciators’,‘Acceptors’and‘Resistors’.Itforcedallgroupstore-evaluatetheirredmeatbeliefs,shiftingredmeatfrom“good”to“haveto”andprovidingpermissiontoeatmoreandfeelgoodaboutit.
�� The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
Theverbatimsspeakforthemselves:
“It’s saying if we didn’t eat it then, we’d still be dragging our knuckles… and I believe that from everything I know…and it’s giving you a pretty good reason not to stop…”
Appreciator:JulieDang,2005
“I’ve always secretly loved red meat but I know we are not supposed to eat it that much..that’s what everyone says..it’s a relief to know you should eat it 3-4 times a week..it’s natural after all.. that leaves me thinking I should eat more”
Acceptor:JulieDang,2005
“It evokes me to question my belief when I look at the big picture… it is quite a compelling argument … it makes me confront how we did evolve, if not for red meat...”
Resistor:JulieDang,2005
JulieDang’sownsummarywas:“The message evoked an impassioned response, being described as deep but clever, bringing it all back to the ‘foundations’ of ‘the most highly developed creature on the planet’.”-inthewordsofarespondent:“We didn’t get there on grass.”
�� The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
Phase2Communication–‘RedMeat.Weweremeanttoeatit’
ThesecondphaselaunchedinMarch2006asafullyintegratedcampaignwithablendofbrandandtacticalelements.ItisexpressedinarangeofchannelsincludingTV,magazine,onlineandPOS.
Theflagshiptelevisionadis:60second“Evolution”whichtellsofRedMeat’sroleinhelpingmanevolvefromapes.Itranthrough2006intandemwith“Library”–specificallytalkingtoMumsaboutchildren’sbraindevelopment.
Thereareotherfocusedtopicstorunin2007and2008.
�� The Campaign Palace Meat&LivestockAustralia2007
Communication strategy development
RedMeat–Weweremeanttoeatit–"Evolution"TVC
�� The Campaign Palace Meat&LivestockAustralia2007
Open on Sam Neill sitting in a tree. He clings to a branch as he talks to camera. SN: “Over � million years ago, our ancestors took a giant leap. They jumped out of the trees and started to eat red meat.”
Cut to an evolution sequence showing an ape turning into Sam Neill. SN: “The natural proteins helped our brain grow…hunting forced us to think...red meat was helping us come to be.”
Cut to Sam Neill standing outside a suburban home at night. He peers through a window and observes a family as they eat dinner. SN: “Lean red meat �-� times a week is still a central part of the diet of the most highly developed species on the planet”.
Cut to the son gnawing on a cutlet in a primitive fashion. The mother shoots the son a dirty look. He then takes the remains out of his mouth and places it back on his plate.
Sam Neill turns to camera and shrugs SN: “Red Meat. We were meant to eat it.” Cut to the butcher, the family and Sam Neill dancing.
Cut to Sam Neill in a butcher store. Two customers are waiting to be served. SN: “We instinctively desired red meat for its nutrients. Omega �’s, zinc, iron, and B1� provided us with vitality and wellbeing”.
Cut to appetising meal. SUPER: � to � times a week. SUPER: Red meat. We were meant to eat it
�� The Campaign Palace Meat&LivestockAustralia2007
Sam Neill is in a primary school library surrounded by long desks of studious boys and girls. In line with library etiquette, he whispers to camera: SN: “When our early ancestors – the Homo Habilis, started to eat red meat, our brains began to grow”.
A student reaches for a book that’s sitting on a high shelf. She opens it and points out something to this friend.
Student: (quietly) “But here it says: Homo Rudolfensis”.
Sam Neill turns to camera as self-doubt spreads across his face. SN: “Red Meat. We were meant to eat it”.
Cut to appetising meal. SUPER: � to � times a week. SUPER: Red meat. We were meant to eat it
Cut to students and Sam Neill dancing
SN: “Today, lean red meat is just as important. Its nutrients – Omega �’s, iron, B1�, are still essential for brain development. If Homo Habilis hadn’t eaten red meat, our brains wouldn’t be the size they are today”.
RedMeat–Weweremeanttoeatit–"Library"TVC
Hardhittingmagazineprovidesextrainformationforthoseinwhomthetelevisionhaspromptedadesiretoknowmore.
�� The Campaign Palace Meat&LivestockAustralia2007
Magazine
POS
Campaign effect
Thislong-termcampaignhashadamajorimpactonconsumerattitudesandhascontributedsignificantlytoanincreaseinoverallredmeatdemand.Itisdifficult(perhapspointless)totrytoisolatethisimpactseparatelyasithasformedoneofthecentralpillarsoftheredmeatturn-aroundstrategy.
Itisclear,however,thatthiscampaignhasbeenthecatalystforafundamentalre-thinkofredmeatbyconsumersandthetrade,supportedandsustainedbyimprovingquality,risingretailstandardsandfurthercampaigndevelopment.
• Theturn-aroundcoincideswiththelaunchoftheRMFGcampaignin2002,whilethequalityandretailstandardsactivitieshadbeenbuildingearlier;
• AninitialimpactofaboostinshareinMarch2002accompaniedthelaunch;
• Whileearliercampaignshaveproducedsimilarshorttermresponsesindemand,thiscampaignisuniqueasgrowthhasbeensustained.
�� The Campaign Palace Meat&LivestockAustralia2007
Campaign effect
FinancialImpact
Consumerexpenditureonredmeathadbeenrelativelystableoveralongperiodoftime,butrosesomewhatin2001duetohighglobalbeefprices.However,inresponsetothesehigherprices(retailpricesup16%),percapitaconsumptionfellpredictably,toitslowestpointonrecord.
WiththelaunchoftheRMFGcampaignearlyin2002,beefvolumesjumpedextraordinarilyby9%inthefaceofevenfurtherincreasesinretailprices,upanother8%.Thisremarkableperformancehascontinued,withvolumesrisingby14%andretailpricesby27%sincethelaunchofthecampaign.
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
0
100
200
300
400
500
600
700
800
0
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
volu
me
kt c
w
aver
age
reta
il pr
ices
$/k
gPrices 27%
volume kt cwaverage retail prices $/kg
Volume 14%
‘RMFG’ campaigncommences
Red meat “We were meant to eat it”
campaign commences
�� The Campaign Palace Meat&LivestockAustralia2007
Beef prices and volumes up
Campaign effect
1994
$5.2b
1995
$4.8b
1996
$5.3b
1997
$5.6b
1998
$5.3b
1999
$5.5b
2000
$5.7b
2001
$6.3b
2002
$7.2b
2003
$7.5b
2004
$7.8b
2005
$8.2b
2006
$8.7b
0
1
2
3
4
5
6
7
8
9
10
AU$billion / Year
Beef Mutton Lamb
�0 The Campaign Palace Meat&LivestockAustralia2007
Consumerexpenditureonbeefhasincreasedfrom$4.5bnin2001to$6.5bnin2006.Expenditureonlambincreasedfrom$1.4bnto$1.9bnoverthesameperiod.
Consumer expenditure
Campaign effect
1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006
60
70
80
90
100
110
Lamb demand up
Pur
cell’s
Dem
and
Inde
x ( 1
980
= 10
0)
Highest since 1985
�1 The Campaign Palace Meat&LivestockAustralia2007
Lambhasenjoyeditsownadvertisingcampaign.WhileitisdifficulttoisolatethepreciseeffectoftheRedMeatnutritioncampaignfromLamb’sownadvertising,thelambdemandchartshowsastrongupturnin2002coincidingwiththelaunchof“RMFG”.
Lamb demand up
Bycontrast,Beefhadnoadvertisingofitsownovertheperiod.ThisgivesusacleanreadoftheeffectofthecampaignonBeef.Thisfirmsourbeliefinthecampaign’scontributiontolamb’ssuccess–itsroleinmakinglambpromotionworkharder.
Beef demand up
Highest since 1990
1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006
60
70
80
90
100
110
Pur
cell’s
Dem
and
Inde
x ( 1
980
= 10
0)Campaign effect
Beef demand up
�� The Campaign Palace Meat&LivestockAustralia2007
Campaign effect
BothBeefandLambDemandhavereachedtheirhighestlevelssince1990.ConsumerDemandisnowrecoveringthedeclinesofthe‘80sand90s.
AttitudinalImpact
Mums’attitudeshaveclearlyimproved.Whileourtrackingdatahaslostsomesensitivity(duetomethodologyandsupplierchanges),onapre/postbasis,theeffectofthecampaignisclear.
Redmeatisnowpositionedinconsumers’mindsasanessentialfood:
– anessentialpartofahealthydiet(87%)– needstobeeaten3-4timesaweek(62%)– “veryhealthy”(56%).
Alltrackinghasbeenquantitative.
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The Campaign Effect: Strong Demand Rebound
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Demand
rising
1980
1990
2000
�� The Campaign Palace Meat&LivestockAustralia2007
The Campaign Effect: Strong Demand Rebound in Beef
Campaign effect
Phase1improvementsweremeasuredonapre-post,face-to-facebasis(2005wasagapyearwithvirtuallynoadvertisinginwhichsomedeclinesareevident-Prof.Kotler’slawsofslowlearningandfastforgetting,perhaps?).
Phase2methodologychangedtoCATIbutstillshowsmarkedpre-postshifts.WeofferasecondpostwaveforPhase2buturgecautionduetochangesinbothsupplierandmethodology–resultsofthiswavearedirectional.
Mumsarenowlessinclinedtolimitconsumption.Theirconfidenceinredmeat’snutritionhasimprovedmarkedly(thetrackinghighlightstheimpactofthe2005‘gapyear’togetherwithadversePressduringourfieldwork,settingattitudesback).
�� The Campaign Palace Meat&LivestockAustralia2007
Pre-post advertising attitude shifts for phases 1 and 2
Phase1 Gapyear Phase2
PreFeb02 PostDec032005
Sept05PreMarch06
Post1July06
Post2Nov06
Verypositivedisposition 45% 54% 43% 47% 58% 71%
“Redmeatisveryhealthy” 37% 47% 28% 35% 47% 56%
“essentialpartofahealthydiet” 58% 71% 70% 75% 80% 87%
Facetoface* CATI* Online**
*TheLeadingEdge**MillwardBrown
Campaign effect
Importantly,thecampaignhasshiftedtheattitudeswesetouttoinfluence.Inremovingbarriers,ithasopenedmoreMums’heartsandmindstoredmeat.ThechartbelowshowshowPhase2isconvertingResistorstoAcceptorsandAcceptorstoAppreciators,insodoingraisingaveragefrequency.
0
10
20
30
40
50
60
2001 2002 2003 2004 2005 2006
Mums more confident on nutrition% Mums who limit red meat consumption to avoid possible health problems
Source: Sweeney, Millward Brown
57%
46%44%
24%
38%
26%% A
gree
Improved attitudes: are linked to average serving growth
Appreciators Acceptors Resistors Rejectors
30% 38% 27% 5%
37% 41% 14% 8%
Source: The Leading Edge
Apr
–Jun
2006
Apr
–Jun
2005
�� The Campaign Palace Meat&LivestockAustralia2007
Mums more confident on nutrition
Improved attitudes are linked to average serving growth
Campaign effect
RetailerImpact
Eachsectoroftheretailtrade–independentbutchersandsupermarkets–hasinvestedintheirownmeatcategorydevelopment,withthecampaignbeingacatalystformuchofthisinvestment.Bothparties’efforts(MLAandretailers)haveworkedsynergisticallytogrowdemand.
Wehaveseen:
1. WoolworthsandColesrespondwithconsumercampaignsfocusingonthequalityoftheirredmeat:
“The ‘Red Meat. Feel Good’ campaign has played an important part in our weekly promotional format, our catalogue panels have delivered over and above sales which will achieve ongoing new business.”
PhilMorley–Coles
2½yearsintothecampaign,Woolworthsre-launchedtheirredmeatdepartmentwithtighterqualityspecification,bettermerchandisingandabetterrangeofproduct:
“Everyone is excited about meat and what we are doing in our meat departments.”
PatMcEntee–Woolworths
2. Independentbutchers-whosedaysseemednumbered-havegainedinconfidence.Theyhavere-investedintheirbusinesses(product,displayequipmentandpresentation),regainingtheirleadoversupermarketsinBeefandarrestingtheirdeclineinLamb.
“The red meat campaign has changed the way we and our customers think about red meat. Our staff feel professional pride in communicating the red meat message. We’re great supporters of the campaign as it assists our customers and our business.”
FrankRusso,CEO,RainbowMeats
�� The Campaign Palace Meat&LivestockAustralia2007
Campaign effect
�� The Campaign Palace Meat&LivestockAustralia2007
Retail Butcher Market Share
31%
30%
29%
28%
27%
26%
25%
24%Beef Lamb
20032006
Campaign effect
ThephotographsbelowfromabutcherinregionalQueenslandillustratetheeffortbutchersaremakinginproductandpresentation.
�� The Campaign Palace Meat&LivestockAustralia2007
Campaign effect
Ourtroupeof“DancingButchers”consistsmainlyofrealbutcherswhogiveuptheirtimetopromotethemessageatkeyeventse.g.TheRoyalEasterShow,MelbourneCup,andEkka.
3. Steakhouserestaurantsclaimgrowthasaresultofthecampaign:“As the ‘Red Meat. Feel Good’ campaign has taken hold, we have seen a shift from chicken and seafood sales towards more red meat.” JimSmith,CEOLoneStar
�� The Campaign Palace Meat&LivestockAustralia2007
Other variables
Otherfactorswhichoccurredduringthecampaignperiod(2002-2006)include:
1. AtkinsDiet–Quantitativeresearchshowedconsumersunderstoodthistobeaboutlowcarbohydrate,notincreasedprotein.TheuptakeofAtkinsinAustraliahasbeenverylow.
Itsimpactonredmeatdemandisconsiderednegligible.
2. TheCSIROTotalWellbeingDiet(TWD)–launchedinAugust2005.
TheTWDhasbeenaphenomenoninAustralianpublishingwithsalesapproaching1millioncopies.Again,itisdifficulttoisolateitsimpactfromRMFG.There’snodoubtthedietanditssurroundingpublicityhaveaddedfurthercredibilitytoourcampaignmessages.
TheCSIROTWDhascontributedsynergisticallywithourlongertermnutritioncampaigntobuildastrongerreputationforredmeatandgrowconsumerdemand
�0 The Campaign Palace Meat&LivestockAustralia2007
Conclusion
The5yearturn-aroundinredmeatdemandistheresultofawell-foundedindustrystrategyandachallenging,evolving,long-termadvertisingcampaign.Ithashelpedconsumersre-thinkredmeatandhasrenewedredmeatindustryconfidence.
From‘DancingButchers’toSamNeill,thiscampaignhascreatedahugeshiftinconsumerthinking.
After5years,we’vestillgotalottoboogieabout!
�1 The Campaign Palace Meat&LivestockAustralia2007
Appendix
ConsumerDemandmodelling
Redmeatisacomplexmarketwithmanycompetitorsateverylevelofthesupplychain.Becausearound²/3rdsofAustralia’sproductionisexported,pricesandmarginsatproducer,atprocessor,atwholesalerandevenatretailfluctuateonadailybasisduetochangesinsupplyanddemand.Andproductwillflowtowhichevermarketisofferingthebestpriceontheday.
InFMCGbusinesseswhereretailpricesaregenerallystablebothinrelativeandabsoluteterms,changesinmarketshares,volumesandconsumptioncanbereliableindicatorsofthestrengthofdemand.However,thesemeasuresarenotreliableguidesinvolatilemarketconditionssuchasredmeat’sbecausetheyneglecttheimpactoffluctuationsinretailprices.
TheConsumerDemandIndex
WhileConsumerExpenditureisthereforeamoreaccuratereflectionofconsumerdemandinmeatthantraditionalmeasuresofshareorvolumes,theConsumerDemandIndexisafurtherrefinementthatalsotakesintoaccountpricechanges,priceinflation,populationgrowthandconsumerpriceelasticity.
Byplottingtheannualpositionofthedemandcurveforbeefandforlambandmeasuringchangesinitsposition,weareabletoobservechangesinunderlyingconsumerdemand.
�� The Campaign Palace Meat&LivestockAustralia2007
Appendix
Byfurtherplottingchangesinthepositionofthedemandcurve,wecanderiveagraphicalrepresentationofTrueConsumerDemand.
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se)
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2006
Demand
rising
1980
1990
2000
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Demand prior to campaign in long-term decline
defla
ted
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per capita consumption
Demand
falling
1980
1990
2000
Source: MLA.
Beef demand up
Highest since 1990
1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006
60
70
80
90
100
110
Pur
cell’s
Dem
and
Inde
x ( 1
980
= 10
0)
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