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Many of Australia’s agribusiness sectors have already introduced levies to fund consumer education and promotion/marketing campaigns.

Australian Primary Industry Development Levies are collected via Dept of Agriculture (Commonwealth) for each of the following industry bodies:

  • Australian Egg Corporation Limited
  • Australian Grape and Wine Authority
  • Australian Meat Processors Corporation
  • Australian Pork Limited
  • Australian Wool Innovation
  • Cotton Research & Development Corporation
  • Dairy Australia Limited
  • Forest and Wood Products Australia Ltd
  • Grains Research & Development Corporation,
  • Horticulture Australia Ltd
  • Live Corp
  • Meat & Livestock Australia
  • Plant Health Australia
  • Australia, Sugar Research Australia and
  • Wheat Exports Australia

 

The AWA Team was very interested to know how some of these entities executed their “whole of industry collaborative promotion” campaigns.

 To gain some valuable insights, we spoke to Meat and Livestock Australia (MLA), Australian Pork Ltd (APL) and Horticulture  Innovation Australia’s Taste Australia program

Our discussions revealed seven (7) key elements for successful whole of industry education and promotion campaigns:

  1. Always start with the consumers. Find out as much as possible about the consumer and what they want/expect in a product and service.
  2. Let the data guide the education promotion campaigns. Understand what the data is telling you. Use the data to define your strategy, set objectives, develop tactics and measure impacts. 
  3. Prepare to experiment to see what works. Trial tactics in a small way and test how consumers respond.  The testing might show that some tweaking is needed before full roll out.  It is easier to make adjustments early on
  4. Use experts who have experience in your target marke This is critical.  What works in one market may not work in another one.  Cultural nuances and localisation have tripped up even the most experienced of brands.
  5. Keep the message simple and memorable. APL’s “put some pork on your fork “and “she porked the whole neighbourhood” messaging is both simple and memorable that have stood the test of time.  The messages directly trigger purchasing behaviour in store – which is exactly what APL is trying to do.
  6. Be consistent and look at the long term. Don’t go into the market and then disappear. Give your program five years minimum to have a lasting impact.  When you find something that works build on it. 
  7. Work with supply chain partners and be collaborative.  Whole of Industry promotional campaigns are there to support individual company efforts to sell product. The whole supply chain needs to be involved from the start.

  All seven elements mentioned above have been included in the proposed Consumer Education and Promotion (CEP) Program.

Meat and Livestock Australia (MLA)

MLA is consistent being consistent. They have a long history of undertaking promotion programs.  The objectives for these have differed over the years and between different sectors (beef, lamb and goat).  They follow a well-trodden and proven path:  strategy is based on consumer insights and market data with campaigns created and undertaken by in-market experts.

But, it is not set and forget!   

Markets, and consumers, are constantly changing.  So campaigns, even successful ones, have to evolve to continue to be relevant and have impact.  The Australia Day lamb campaigns  and Lamb Its too easy are great examples of how this works in practice. 

 

Source: Meat and Livestock Australia 2019

Australian Pork (APL)

Like Australian wild-caught abalone, is only focused on one product – Australian pork. 

Focused on where consumers decide to buy pork APL has developed some distinctive and successful promotion campaigns .  They develop materials and campaigns to support butchers and food service (restaurants, pubs and clubs) achieve sales driving demand back to farmers. 

Source: Australian Pork, 2019

How are these campaigns funded?

The ACA business advisor looked at other primary industry sectors and provides some insight here on how they do it.  (What does the data tell us? Episode 2)

Consistent branding and continuous efforts are key

In his presentation at the ACA Australasia Abalone Convention in July 2019. Sam Guthrie, until recently Australian Senior Trade Commissioner (also Deputy Consul General in Hong Kong) detailed several examples of collaborative whole of industry promotion activities that have been built around a collective brand.

Source: Austrade, 2019

ACA already has a collective trademark as well as education and promotion assets ready to roll out. 

ing that other industries do with great success.

It is your choice.  This is what you are being asked to vote on.

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