A new educational campaign launched by the Meat and Livestock Australia (MLA) industry body is hoping to persuade consumers to buy meat from local family butchers rather than supermarkets.
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The Red Meat Feel Good campaign, which has been two years in the making, depicts the staff of Bermuda Butchery dancing in a spoof Hare Krishna fashion through the streets of Sydney.
“It’s such a great advertisement,” butchery manager Craig Reid, told the Gold Coast Bulletin: “It’s not designed for supermarkets. It’s designed for the good old family butcher and depicts butchers the way most people know them – as larrikins.”
The MLA explained that the group was anxious to find something original with which to promote its good news about red meat. “
Glen Burke, MLA state operations manager, told the Bulletin: “We formed a committee of experts [to] investigate the exact benefits of red meat […] We got the support of GPs and all the health groups, such as the Heart Foundation and pretty much set out to promote the good news.”
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