Meat & Livestock Australia (MLA) Case study AWAKEN THE BEEFLEX by Mccann Sydney

AWAKEN THE BEEFLEX

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Industry Sausage and meat products
Media Case study
Market Australia
Agency Mccann Sydney
Released June 2012

Awards

Spikes Asia 2012
Media Integrated Media Campaign Bronze

Credits & Description

Type of Entry Media: Integrated Campaign
Category Integrated Media Campaign
Title AWAKEN THE BEEFLEX
Advertiser/Client MLA
Product/Service BEEF
Entrant Company: UNIVERSAL MCCANN Surry Hills, AUSTRALIA
Advertising Agency: UNIVERSAL MCCANN Surry Hills, AUSTRALIA
Hugo Cutrone UM Communications Director
Andrea Bohorquez UM Snr Account Manager
Amanda Pedicino UM Trader
Bmf Australia
Haussmann
Tristan Burrell UM Strategy Director
Results and Effectiveness:
Man’s love for the classic red meat was rekindled. Copies of the Beef BBQ cookbooks ran out within the first month and Facebook likes of Beef’s brand page saw an incredible uplift of nearly 3000% (from 500 to nearly 15,000). Millward Brown analysis identified the activity as the best summer Beef campaign ever. Butchers’ rated the campaign’s ‘usefulness in growing sales’ with an average score of 3.37/5. Despite being the rainiest October in years the campaign delivered a 40% YOY increase in sales of steaks in the first month and remained strong across the period (against a target of 10%).
Creative Execution:
Despite understanding their simplistic instincts, Australian men are complex beasts when it comes to getting their attention. It would take more than a 30-second TV spot so we chose to focus on their most primal passions - beer and footy We kicked off by distributing 50,000 bar coasters to dominate 500+ pubs across Australia on AFL Grand Final day. The following day we ran blank pages in main sporting media, reminding men the footy season was over and encouraging them to step up to the grill. Next, we created an all-out attack of the senses through outdoor formats. We triggered their Beeflex through smoking billboards and bus shelters that emitted the enticing Beef BBQ scent. Distributing 2.5 million summer Beef BBQ cookbooks and catering to the modern man with a smartphone app, the men of Australia were armed with the tools and information they needed to take back the grill.
Insights, Strategy and the Idea:
Summer in Australia used to mean a BBQ with snags and steaks sizzling atop the humble Weber. Fast forward to today however, and how things have changed. Programs like MasterChef have inspired Australians to replace Beef on the BBQ grill with the likes of tofu and calamari. They have also inspired women to take charge of the BBQ, a territory traditionally owned by the Australian male. We had to reignite Australia’s love of the delicious Beef BBQ and reclaim the grill to uplift sales by 10% over the summer season. The insight: Beef was losing space on the grill because our heartland consumer, the Australian male, was no longer in control of it. We needed to appeal directly to male instincts by activating their primal reflex otherwise known as the ‘Beeflex’. Our strategy was simple – manipulate the Australian male’s senses to trigger their ‘Beeflex, inspiring them take back the grill.