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Australia Day 08' Lamb Campaign: Results and Implications

This presentation discusses the initial results and response to the Australia Day 08' Lamb advertising campaign, as well as the implications of the media strategy. It also provides an update on the position of beef and the impact of the WCRF report on Red Meat measures. The effectiveness of the campaign and media placement are also evaluated.

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Australia Day 08' Lamb Campaign: Results and Implications

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  1. Oct ‘07- Jan ’08 tracking presentation Prepared for MLA, March 10th 2008. By:Sam Almutair, Huw Williams, Trina Leigh

  2. What we are covering…. • Initial results on ‘Australia Day ‘08’ Lamb campaign • Response to the advertising • Implications of media strategy • Snapshot of Beef’s position in the lead up to the Feb ’08 campaign • Update on Red Meat • What was the impact of the WCRF report on Red Meat measures? • Has Red Meat been able to sustain KPIs in the absence of ATL support (Oct ’07- Jan ’08)?

  3. How has the 2008 Australia day campaign performed? Lamb

  4. Summary of Australia Day Campaign 2008 TV Poster + On-pack + Online 90 sec TVC Sam’s Serves Appearances on Australian Open coverage + 7 News Exclusively on

  5. Strong uplift in Lamb advertising awareness through January driven by the ‘Australia Day’ TV activity Increased awareness of radio activity for lamb also a function of Sam’s radio program?

  6. How has the 90” ad performed (’08 vs ’07)?

  7. The 2008 Australia Day has achieved equally high levels of recognition as the ’07 ad and branding remains strong Branding:There are some ads that people remember but never know what they are for. Which one of these phrases applies best to this ad? Recognition:Have you seen this advert on TV? MB Australia TV Norms % 2007 (15 sec) TV % 2007 (3 min) TV % 2008 (90 sec) TV % Australia Day: Australia Day: 2007 (15 sec) TV % 2007 (3 min) TV % 2008 (90 sec) TV % 339 TARPs 305 TARPs I would definitely remember the ad was for Lamb I wouldn’t be sure which meat the ad was for Base: (n=200) (n=299) (n=301) I wouldn’t even be sure that it was an ad for meat Base: (n=297) (n=153) (n=146) (128 ads)

  8. The campaign still has the capacity to generate high levels of involvement with no negativity seen Involvement diagnosis ‘Australia Day 07’ (3 min) (mean 7.80) ‘Australia Day 08’ (90 sec) (mean 8.44) MB CAWI Norm (mean 4.88) Based on those that recognise ad

  9. Response to the ad is remains strong - funny and enjoyable, with no build in wear out ‘Australia Day 07’ (3 min) TV % MB Norm ‘Australia Day 08’ (90 sec) TV % ‘Australia Day 07’ (15 sec) TV % % It was funny You enjoyed watching it a lot It made lamb seem more appealing It's the sort of ad you would talk about with friends You're getting fed up with seeing it I thought the ad was too long It was confusing I found it offensive Base: (n=146) (n=297) (128 ads) Based on those that recognise ad

  10. The 08 work continues to be seen as different while relevancy builds versus 07 - choice of topical content hitting the mark more this year? ‘Australia Day 08’ (90 sec) TV % ‘Australia Day 07’ (3 min) TV % ‘Australia Day 07’ (15 sec) TV % MB Norms % Is different to other food ads Is better than other food ads The points made in the ad were believable The points made in the ad were relevant to me It made me more likely to choose to eat lamb on Australia Day It made you more likely to eat lamb It made you think differently about lamb It contained new information about lamb Base: (n=146) (n=153) (n=297) (128 ads) Based on those that recognise ad

  11. Key messages are delivered successfully, giving a strong sense of patriotism Key Message Norm Strongly Suggest 56% (n=182 ads) Strongly Suggest Strongly / Slightly Suggest Australia Day 08 90 sec ad % Australia Day 07 3 min ad % Australia Day 07 15 sec ad % Base: (n=146) (n=153) (n=157) Based on those that recognise ad

  12. How has the poster copy performed?

  13. Recognition of the poster ads are just below average, but they are strongly branded to Lamb MB UK online norms Top Box branding: 58% (n=82 ads) Do you remember having seen any of these posters in supermarkets or butcher’s shops? Yes 17% I would definitely remember the ad was for lamb Yes 83% I wouldn’t be sure which type of meat the ad was for I wouldn’t even be sure that it was an ad for meat Base: (301) Base: (301) MB Australia Average 22%

  14. Good response to the poster ads, from an impact point of view, and also deliver good levels of persuasion Australia Day ’08 Posters % MB UK Average % They are eye-catching 69 43 They made lamb seem more appealing They are different to other food ads 39 The points made in the ads were believable 55 They are funny They are better than other food ads They made me more likely to eat lamb 30 They made me more likely to choose to eat lamb on Australia Day The points made in the ads were relevant to me 34 They made me think differently about lamb 31 They contained new information about lamb 40 I'm getting fed up with seeing them 19 They are confusing Base: (301)

  15. How effective has the media placement (Australian Open) been in delivering reach and reinforcing communication?

  16. The media placement’s opportunity to deliver reach is supported by the popularity of the Australian Open, albeit there is a sizable majority not watching the tennis who still need to be hit Interest in Australian Open TV channels watched regularly % % Been to see a live match Channel 7 Channel 9 Tennis fans 63% Watch most of the matches on TV Channel 10 Watch the occasional match on TV ABC Not watched the Australian Open at all SBS Base: (n=302)

  17. While the 90” ad is the main driver of campaign recognition, ‘Sam’s serves’ delivering some incremental reach Campaign Recognition Seen Any Lamb ‘Australia Day’ activity ’07: 66% (n=299) % Seen Any Lamb ‘Australia Day’ activity TV 90 sec Sam’s Serves Poster Ads (206) Base: (206)

  18. The different elements of the campaign cut through successfully to those who were exposed, especially amongst Tennis fans Total % Watch channel 7 regularly % Interested in Australian Open % Serves only 10% Serves only 10% Serves only 14% Seen both 34% Seen both 30% TV only 23% TV only 24% TV only 14% Seen both 45% Seen neither 27% Seen neither 38% Seen neither 32% Base: (206) (172) (132)

  19. Being exposed to both TV elements of the campaign makes a significant difference to response, without increasing wear out 90 sec TV only % 90 sec + Serves % Branding Top Box Involvement Mean Score Enjoyed watching it a lot Appeal Talk about with friends Fed up with seeing it Funny More likely to choose Lamb on Australia Day Base: (n=85) (n=61) Based on those that recognise ad

  20. The campaign remains popular albeit signs of a little more polarization than we saw in 07 34% recalled the campaign in ’07 (n=299) 34% recalled the campaign in ’08 (n=299) 2008 % 2007 % I really like the ads and would like to see more of them I liked the ads in the past but am getting bored with them now I liked the earlier ads more than these ones this year This year's are the best I have seen of these ads I have never liked these ads Base: (90) (77)

  21. How efficient is the cut through potential of the ’08 • Australia Day campaign?

  22. ..so we can understand the efficiency of your creative in cutting through Modelling Ad Awareness is all about how we relate this…. ….to this. The aim is to disentangle quality from quantity to see how well each campaign has leveraged the media spend.

  23. Initial indications that this years campaign has achieved an AI of 14, slightly down on last year but a very strong result

  24. …However, if we include TARPs from Sam’s serves the AI is reduced to 6 (as TARPs double). Given the free air time, Sam’s serves delivered, however a watch out if a cost was attached to them efficiency would be impacted

  25. Early days on brand response but we are seeing a build in spontaneous awareness and past 7 day consumption Total Mums with kids 5-17yrs Post- Australia Day % Change from Pre- Australia Day % Post- Australia Day % Change from Pre- Australia Day % Base: (n=302) (n=300) (n=77) (n=65) More to come… Time periods: Pre- Australia Day (10th December- 13th January); Post- Australia Day (14th January-3rd February)

  26. Overall performance of ‘Australia Day’ activity • The Australia Day campaign continues to work hard for Lamb in ’08 • Generates strong levels of cut through- branding and engagement are on par with the high levels achieved in ’07 and response to the ad remains funny, different and enjoyable • Communication take out is strong and in line with objectives • The poster copy is strong and helps to supplement persuasion • The integrated media strategy has been effective • Attaching the campaign to a big event (i.e. Australian Open) has been beneficial • Sam’s serves adding some incremental reach but more obviously response improves when both elements of the campaign are seen

  27. Going forward… • The campaign remains a very popular one, albeit first signs this year of a little wear out • However, not to the extent that suggests 09 will not be successful • In terms of media efficiency, the number of Tarps versus the response we are seeing is down slightly on last year • A function of a 90” execution, consider when cut downs (to 45/60”)can start to play a role without detracting from engagement with the creative

  28. Beef • Snapshot of Beef’s position in the lead up to the Feb ’08 Kids campaign: • How has Beef performed in the long term? • Is there a difference in the response amongst Mums with kids of different ages?

  29. Read on Beef- pre February burst of Beef Kids

  30. Advertising awareness of Beef has plateaued over the past few months in the absence of ATL activity

  31. Perceptions around beef’s ease of cooking and preparation have decayed without advertising reinforcement

  32. As has popularity in the household

  33. ‘Children’s favourite’ status is also down slightly amongst mums

  34. How has beef performed in the long term amongst target Mums?

  35. In the long term, Beef has developed its association with healthy meals and kids appeal (in line with ‘Beef Kids objectives)’ and perceived expense has declined Aug ‘06-Feb ‘07 % March ‘07-Sept ‘07 % Base: (3008) (3098) =Significance level 95%

  36. With the greater positive movements driven by Mums with older kids Mums with kids 5-12yrs Mums with kids 13-17yrs March ‘07-Sept ‘07 % Change from Aug ‘06-Feb ‘07 % March ‘07-Sept ‘07 % Change from Aug ‘06-Feb ‘07 % Base: (659) (494) (422) (405) =Significance level 95%

  37. Red Meat • Update on Red Meat: • What was the impact of the WCRF report on Red Meat measures? • Has Red Meat been able to sustain KPIs in the absence of ATL support (Oct ’07- Jan ’08)?

  38. WCRF post-measures • How has the WCRF report affected consumer attitudes towards Red Meat?

  39. Claimed awareness of Red Meat news increased through November (post-WCRF), although a similar uplift seen for all meat types at this time Similar pattern seen amongst Mums target

  40. No difference between the red meat types…

  41. And no signs of a negative response to this news

  42. Awareness of the WCRF remains unchanged following the release of this year’s report, and red meat’s perceived relationship with risk of cancer is unaffected during this time Heard of WCRF: Believe a diet high in red meat is linked to cancer: Pre- release Oct ’07 % Post-release Nov/Dec ’07 % Yes No significant change in awareness or belief in a link to cancer across segments Base: Pre-release Oct ’07 (n=599); Post-release Nov/Dec ’07 (n=802)

  43. 4% Net Not very/at all ethical The red meat industry maintains its ethical and trustworthy reputation

  44. Particularly relative to other meat types

  45. Impressions of red meat producers driving these ethical and trustworthy perceptions QINT2.How ethical and trustworthy do you believe the following producers are? Australian Cattle Producers Australian Sheep Producers Australian Pork Producers Australian Fish/sea food Producers Australian Poultry Producers % % % % % How ethical and trustworthy are… Very Quite Somewhat Not Very Not at all Base: (n=1255)

  46. Ultimately, the WCRF report does not have any notable impact on our key measure of serves across the segments

  47. Overall, the release of the WCRF report does not appear to have impacted attitudes towards red meat • Whilst there has been some growth in noise around red meat, this is mostly positive with very few people spontaneously replaying the proposed link between red meat consumption and cancer. • There is no increase in consumers linking a diet high in red meat with cancer since the release of the report and claimed awareness of WCRF is unchanged post-release. • Claimed usage of the CSIRO well-being diet has declined slightly (from 49% to 44% definitely aware of the diet), although this is probably more a function of time elapsed (no longer the same momentum around it) as the credibility of the diet and the CSIRO has not suffered.

  48. How has Red Meat performed in the absence of ATL in Oct ’07- Jan ’08?

  49. Red meat advertising awareness has decayed in line with reduced media weight, albeit benefiting from lamb spend

  50. The relative size of the segments has remained consistent since the last burst of red meat creative

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