South Africa’s Feedlot industry launch campaign

The campaign couples broadcast and print advertisements that have been designed to communicate a number of key messages that will educate consumers on the versatility, value and the superior quality of South African beef in a simple, yet powerful manner.

"With so much conflicting information out there, it's time to inform consumers on how good South African beef is. South Africans love beef. And now, the consumer and their families can enjoy a variety of preparations of beef for their great taste, versatility and nutritional benefits," says Mr David Ford, Executive Director of SA Feedlot Association.

The need for a consumer marketing campaign for SA Beef was identified after research was conducted by AC Nielsen to provide an insight into the SA consumer purchasing and consumption of beef trends, which revealed a number of very interesting findings. Research showed that the consumption of beef had dropped over a two year period particularly amongst females and older people, and this is attributed to the misconception that beef is less desirable for good health.

The commercials feature appetising visuals of beef, and offer the consumer a number of creative executions, communicating the myriad of benefits that South African beef offers, including its versatility in meal preparation, promoting its nutritional value and revealing its low fat content.

"South African beef is much leaner than previously assumed, the beef consumed most often in South Africa contains only 13% fat, of the leanest when compared to global beef producers, and thus making it perfectly acceptable to consume as part of a healthy balanced diet," reveals academic nutritionist, Hettie Schonfeldt. "This campaign has been launched to let beef lovers know that lean beef gives you a number of essential nutrients including protein, iron and vitamin B12."

The series of commercials and in-store point-of-sale material appear from the 20 October 2003. Three thirty-second television commercials will ensure that South African Beef will enjoy R8,5 million exposure in prime time slots on SABC 1, airtime partner and will be screened across SABC 2 & 3 to intensify exposure of the campaign.

The campaign is funded by the South African Feedlot Association and SABC1 are the official airtime partners for the campaign. The ads were created by Twins Communications.

About The South African Feedlot Association:

The SA Feedlot Association is an umbrella organisation that addresses collective interests of the South African Feedlot industry which collectively markets close to 80% of the total beef production in South Africa.

Following the recent deregulation of the South African Meat Industry a number of the larger feedlots have now vertically integrated into processing, wholesaling and even retailing their own quality beef products. For more information go to www.safeedlot.co.za.