Case study
Meat & Livestock Australia: Fostering prosperity
Dentsu Creative Public Relations has worked with Meat & Livestock Australia (MLA) since 2015 to increase awareness among Australian beef, sheepmeat and goatmeat producers (levy payers) of R&D and marketing outcomes delivered through the strategic investment of producer levies and government funds.
Approach
Our team has worked closely with the MLA Corporate Affairs team and Program Managers to provide strategic support to manage key announcements, initiatives, and insights. This has included MLA’s fully owned subsidiary company, Integrity Systems Company (ISC), which manages and delivers the Australian red meat industry’s on-farm assurance and through-chain traceability programs.
Our work with MLA and ISC has involved the production of media releases, videos, and producer-focused content for media publications and many of MLA’s owned channels, website content and fully-integrated advertising campaigns. We also coordinated and produced all content for ISC’s monthly e-newsletter, Integrity Matters; MLA’s Quarterly Feed e newsletter, distributed each quarter to lot feeders; and MLA’s Goats On The Move quarterly e-newsletter for goatmeat producers.
Outcome
- Since Dentsu Creative Public Relations started working on MLA’s regional communications strategy, we roughly doubled average monthly media clips
- Our ability to distil often complex R&D findings into relevant and understandable content tailored to producers has been a key element in boosting MLA’s media engagement.
