‘Dame Edna’ beefs up MLA campaign

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Meat and Livestock Australia’s latest beef-marketing campaign features ‘Dame Edna Everage’ and highlights quick and healthy dinner ideas using beef.

With a banner of ‘You’re better on beef,’ the campaign builds on previous MLA beef-marketing exercises by emphasising the nutritional benefits of beef, particularly for women with iron deficiencies.

In the TV commercials, ‘Dame Edna’ – the alter ego of comedian Barry Humphries – claims beef is the best source of fuel for busy Australian women.

“The speed of modern life is relentless and too often when feeling rundown and tired we blame our time-poor lifestyles, despite research showing that the actual reason for one in three women feeling a bit flat is they are not getting enough iron from their diet,” MLA Group Marketing Manager Andrew Howie said.

He added that MLA research suggested Australians did not perceive beef to be quick and easy to prepare.

“The challenge remains to demonstrate beef’s credentials at a very practical level by reinforcing its role in the midweek family meal,” Mr Howie said.

The campaign includes small- and large-format outdoor advertising, radio and TV advertising, recipe information and point-of-sale material in butchers.

The MLA also sponsors taste.com.au’s ‘quick-and-easy’ recipe collection, which features 15-minute beef meals developed by the MLA.