MLA's wintry beef push

MLA's wintry beef push

A humorous look at how Aussies keep warm during the winter months has launched as part of Meat & Livestock Australia’s winter push.

The ad ‘Beef. It’s how we keep warm’ shows a woman wearing a “nana wrap”, a shorts and ugg boots wearing bloke and a businessman with colourful woolly gloves before it tells us the best way to keep warm is with a hearty beef meal.

Andrew Cox, consumer marketing manager MLA, said there is a natural spike in beef sales in the colder months.

“When cold weather arrives consumers crave warming meals, and beef is the perfect winter food because it satisfies those cravings,” Cox said.

“We’re leveraging that association and reminding people of beef’s versatility, with recipes for a wide variety of meals from quick-cook curries to casseroles and roasts.”

The campaign was created by BMF.

 A television commercial (below), point of sale and outdoor advertising – including 250 “temperature responsive” sites which dispense different recipes to consumers’ smartphones depending on the conditions – form the campaign.

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