Meat & Livestock Australia (MLA) has appointed creative consultancy Wunderman Thompson to lead a customer experience project.

The project aims to reimagine its category shopper experience for Australians, from in-store to inspiring meal making at home.

Wunderman Thompson will be working with MLA to develop and test cutting-edge strategies to better understand shoppers and drive future progress by prototyping new products, supply chain processes and technologies.

The partnership between Wunderman Thompson and MLA will be responsible for creating digital experiences that will not only engage Australians but inspire their weekly dinners.

Wunderman Thompson shopper managing partner, Georgia Bruton said: “The Australian meat and livestock industry is rapidly becoming one of the world leaders in innovation and technology adoption.

“We are loving working with the team at MLA who are passionate about helping Australian farmers prosper and become world-class.”