Let’s barbie: Aussie beef Olympic fever

29th June 2021 | Eativity editors

Meat & Livestock Australia (MLA) has launched its major Japanese consumer campaign “Let’s Barbie”, which will run until September. The campaign promotes purchasing and cooking thick-cut steak at home while encouraging a healthy, active lifestyle.

“This year’s theme builds on the strong emotional connection consumers have with Australian beef and staying ‘genki’ – a Japanese word that means vitality or good health,” says Scott Walker, MLA’s Regional Manager in Japan.

The campaign will run through a variety of media channels, all built around a TV ad, which will have nationwide coverage during the Olympic period. MLA is an official partner for the Australian Olympic and Paralympic teams in Japan, so positioning the campaign along with the partnership will ensure Australian beef gets maximum exposure during the event.

Coinciding with the Olympics will be a three-month pop-up Aussie Beef Clubhouse that will bring the experience of Aussie-style barbeque directly to Japanese consumers.

“There’s a BBQ venue that can host up to 700 people in the Toyosu region of Tokyo, which is very close to where the games will be held,” Walker says. “For three months, we’ll be rebranding the venue with our international True Aussie Beef brand and offering barbecued Australian beef. Over this three-month period, we plan to reach around 90,000 consumers, helping to familiarise them with Australian beef and its flavour.”