Your mates here at Aussie Beef & Lamb have launched an Earth Day campaign in support of grassfed beef! Earth Day - April 22 this year -- is the most widely observed secular holiday around the globe, and one that tends to drive messaging that paints red meat in a negative light. We are driving positive conversation around grassfed beef with a 2-week multi-channel campaign, informing consumers of Australia’s sustainable practices and inspiring them to take action by making a pledge to #gograssfed. We’re focusing on fact-based reasons to choose grassfed beef, touching on the environment, nutrition and sustainability.
Here's what we’ve had going:
- Full-page ads in the New York Times, LA Times and a multi-media campaign with our friends at Edible New York.
- Digital campaign via paid web media and social driving our target consumers to visit our #gograssfed landing page to get the facts, take a grassfed pledge, and enter to win a sweepstakes trip to Australia
- An exclusive live foodie event featuring three of our Beef Mates ambassadors for media and influencers in NYC on April 15th, leading up to Earth Day
All of these activities encouraged audiences to take action by visiting the Earth Day campaign hub:
- To get the facts about Australia’s sustainable production system
- To take the pledge to #GoGrassfed
- To enter for a chance to "Win a Trip to Australia" - where they can experience Australia's sustainable production systems firsthand!
That sweepstakes for the trip is still open until the end of April, so it’s not too late! If your operation sells or serves grassfed beef, or you just want to help spread the news, give it a burl! You’ll find posts across all of our social channels – LinkedIn, Instagram and Facebook – that are ripe for re-posting, sharing or linking to. Even now after Earth Day, the #gograssfed movement will live on, and we’d love to work with you to amplify it. Drop us a line!