You
You
Can't come in here. This is a top secret project. No one knows about it yet. You'll have to wait till the 17th. Oh
You're a butcher what do you say come on in we'll
Tell you all about it because you're a very important part of this campaign
You are the stuff
We're talking about the most important red meat campaign for years
important for the health and vitality of all Australians and
For the livelihoods of everyone in the meat and livestock industry red meats been copying a lot of bad press for years
We intend to correct this for the past two years meat and livestock
Australia has commissioned a review with a panel of ten of this country's most eminent nutrition experts
They looked at how red meat can play a part in a healthy diet
They confirmed what many of us already knew about red meats vital role
They dispelled the myths and they cleared up the misconceptions listen to what one of these experts says
In a country like Australia. It's important that we slowly change the misconceptions
They're not going to disappear overnight, but people need to be aware that meat when cooked properly and
Eaten as part of a healthy diet is very good for you. It's good for growing kids
If you're trying to lose weight you can have meat particularly if you trim it off the fat
And if you have heart trouble or anything like that
Meat is part of a diet doesn't mean you eat solely meat, but it's an integral part of a healthy diet
Great stuff isn't it? It's all in here and more
We've already taken our first big step with this latest information
And that was to present these facts to all doctors and dietitians in Australia
The medicos have read these messages outlining the benefits of red meat and we know from talking to them that they're onside
We believe they will reassure their patients with the facts about red meat when they're talking about a healthy diet
You see eating red meat not only keeps you healthy it makes you feel good
It gives you vitality and makes you feel alive. It makes you wanna boogie
What a boogie
We do want to give your customers the facts and we will but we don't want to lecture them
They won't take any notice of my mate the uni professor or even a cool doctor like me in a television commercial
But they will take notice of their butcher
Especially if you're full of life and having fun getting down and boogie
The boogie butchers are part of our new TV commercial it goes to air on February the 17th
Let's have a look now at what the people of Australia will see on that big day when we launch the red meat feel good campaign
White Protein! White Protein! White Protein!
To attain an overall sense of vitality and well-being you need iron
Omega-3s
Protein
Zinc
and Vitamin B12
All of which you can get from your local butcher.
Eat lean red meat at least three to four times a week and you'll feel better for it.
I love it, I just love them, the singing butchers.
We'll have to see it again and we will in just a couple of minutes at the end of this
tape. But before that, let's look at the follow-up commercial which targets younger parents
with information about why they should be serving red meat three to four times a week.
Hey lads, good effort. Good luck.
Hey Billy, you okay? You're flat as a tack out there. Where's my star striker gone?
Alright, well I want to see a big improvement. From now on I want to see you at training
three times a week. You got it?
Yes, coach.
To attain an overall sense of vitality and wellbeing...
Bam, cutlets! That's the way Billy, good to see you putting in some.
You need protein, omega-3s, iron, zinc and vitamin B12. Eat lean red meat at least three
to four times a week and you'll feel better for it.
I want a champion, that other team doesn't have a chance!
This is not just a quickie campaign. It's all planned to do its job properly over the
next three to four years. Millions of dollars are budgeted to make sure our message is well
and truly seen, not just on TV but in magazine ads and editorials, recipe ideas and meal
solutions and most importantly right around your counter with these banners, posters,
brochures and shelf items. To tell you how these items can work for you, here's David
from Meat and Livestock Australia.
I'm sure you'll agree the advertising will make people smile and feel good about red
meat, but it's at store level where the extra sales will be won or lost. I appeal to every
retailer in Australia to support the campaign. Pull down your old point of sale material
and put up this new material. This will be delivered to your store next week. But if
you'd really like to get behind the campaign, there are special caps, aprons, windows, stickers
and other materials that you can buy into at specially discounted rates. Details are
in this brochure which will be delivered in your standard point of sale pack. So get ready
for the 17th and drive those sales hard.
Next week you'll be receiving a big fat parcel. Sorry, it's not Powerball, but probably the
next most profitable thing. It's an information and merchandising kit. It has everything you
need to take advantage of this campaign and make it a success for yourselves. Please take
a few minutes to look through it, especially the facts in the brochure. You the butchers
are the best people to pass on these facts and convince your customers to buy red meat
regularly.
So don't tell anyone yet, but get ready for the 17th because then it's over to you the
butchers of Australia. We know you can make it work, just like you've done all your working
life. Give them a bit of helpful information and a bit of a smile. That's the way Aussie
butchers will get Aussie homes serving red meat three to four times a week.
Now to finish off, here again the singing butchers in the commercial that will launch
our campaign on February the 17th.
To attain an overall sense of vitality and wellbeing, you need iron, omega-3s, protein,
zinc and vitamin B12. All of which you can get from your local butcher. Eat lean red
meat at least three to four times a week and you'll feel better for it.
Thanks for watching.