A new MLA campaign is promoting Aussie beef to more than 650,000 people each day through giant screens at one of Tokyo’s largest subway stations.
With the theme ‘Let’s get energised with iron in Australian beef’, the campaign involved 50 giant screens set in the station walkway at Tokyo’s sixth largest stations Shinagawa.
Images of the Aussie beef logo and people of all ages enjoying Australian beef canvassed the highly visible screens, reinforcing MLA’s key messages regarding the importance of iron in beef for a healthy everyday diet.
“Given the massive foot traffic and numerous numbers of supermarkets and delicatessens located within the station complex, it was the right place to remind people that a good dose of Australian beef will keep them going,” said MLA Regional Manager Japan, Melanie Brock.
“We targeted a broad audience during the promotion including business people, students and shoppers who pass through daily. However, Japanese women, as the primary grocery purchasers for families with a keen interest in health, beauty and wellbeing, were the primary focus.”
The campaign, part of the ‘Iron Beauty’ program launched in 2011, communicated the positive attributes of Australian beef.
The ‘Iron Beauty’ program was developed to encourage Japanese women, a number of whom are iron deficient, to eat Australian beef by promoting its iron content.
MLA will continue to expand the Iron Beauty programs in 2012–13, working closely with Japanese retail, foodservice and the growing nakashoku (take-away, delicatessen meals) sectors.
Source: Argentine Beef Packers S.A.
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