Consumer Awareness of MSA Warms Up

AUSTRALIA - A new advertising campaign aims to consolidate the fast-growing awareness of the Meat Standards Australia (MSA) brand over the winter period.
calendar icon 11 June 2012
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The print advertisements and editorial will be placed in a range of food and lifestyle magazines between June and August, targeting younger and middle-aged consumers and parents.

A special feature in the July edition of Gourmet Traveller magazine includes a profile of South Australian producers Richard and Emma McFarlane.

Meat and Livestock Australia Marketing Manager National Accounts, Garry McAllister, said that the campaign will build on last year’s promotion of MSA with the launch of a refreshed symbol in December last year.

“Consumer awareness of the symbol is already at around 40 per cent and we aim to lift that to more than 50 per cent by the end of the year,” he said.

“These advertisements give consumers the recipe for cooking the perfect beef meal using quality assured MSA product.

“We’re trying to move consumers from being aware of MSA to adopting it and buying meat with the MSA graded symbol, and ultimately becoming advocates for the programme.”

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