The latest campaign aims to drive consumer demand for beef through television, print and digital mediums and includes a new iPhone app to help consumers cook the perfect steak.
The campaign features the 'Nothing beats beef' television commercial from the 2010 summer beef campaign, as well as an increased outdoor presence.
Key capital city sites will promote the message 'Nothing beats beef,' including 33 major billboards and 500 bus stops.
To further grab the attention of drivers or passers-by there will be a smoking beef bbq billboard and bus stops that send out the irresistible scent of a barbecue.
MLA's general manager marketing, Glen Feist says it wants beef to be synonymous with summer and "really own the season".
"This year, we're running the campaign over six months to keep the buzz around beef running for longer and to sustain demand for beef throughout summer.
"Consumers are out and about over summer. So, together with retailers, we're hoping to reach a wider audience by using a greater variety of media outlets, especially outdoors," says Feist.
MLA's latest marketing initiative follows a successful winter beef campaign that was well received by consumers and retailers. Retailers gave the campaign's marketing material the highest rating of any previous MLA promotion.
The winter beef campaign, which ran from June to August, helped to increase beef's share of the retail fresh meat category to 37.9% from 37.1% in winter 2010. Volumes of winter meal beef cuts (diced and roast) also increased by more than 500,000 serves to reach 9.5 million serves per week during the campaign period.
The summer beef campaign will also feature new point of sale marketing material and more than 2.5 million copies of a new recipe and tips magazine will be distributed through retailers.
