Meat and Livestock Australia actively participates with North American retailers and foodservice companies to help promote and increase utilization of Australian beef and lamb. In partnership with distributors, the Australian beef and lamb industries can provide retail customers with a range of marketing support options.

Point-of-Sale Materials

A range of Point-of-Sale materials are available to assist retailers and end users to support and grow sales of Australian lamb. Current materials include recipe brochures and recipe books. Existing materials are available in both English and Spanish versions. Point-of-Sale materials can be designed and developed for individual retailer needs. If you are interested in partnering with MLA to develop Point-of-Sale materials for a customer please contact us at nthamerica@mla.com.au

Adobe Acrobat Reader is required to view the document samples below. To download a free version, click on the Get Acrobat Reader button.

back to top

In-Store Demonstrations

In-store demonstrations can be arranged through an Industry Collaborative Agreement (ICA) program and tailored to suit individual retailer and consumer requirements. If you are interested in partnering with MLA to develop an in-store demonstration program for a customer please contact us at nthamerica@mla.com.au

Advertising and Promotions: Consumer

The US-Australian-lamb consumer advertising campaign schedule for 2007/2008 is currently being implemented. The schedule will include six full-page advertisements in two consumer publications: Eating Well and Everyday Food. The total circulation will be approximately 3.9 million copies. The delivery is timed for the peak buying periods of Thanksgiving, Christmas, Easter and Memorial Day. The design of the schedule was based on results from past campaigns, MLA consumer research data and Mediamark Research (MRI) data. Current creative has been designed for the campaign based on consumer research findings and is aimed to convince consumers that Australian lamb is an easy to prepare casual meal option that tastes delicious.

If you are interested in partnering with MLA to advertise Australian Beef or Lamb please contact us at nthamerica@mla.com.au

back to top

Australian Lamb Consumer Web Site

With continual updates, the site is supported with a direct e-mail campaign that features recipes, cooking tips and special offers that keep Australian Lamb at the forefront of consumers' minds when meal planning. Visit the Site australian-lamb.com

Australian Lamb Consumer Advertisement

Featured recipe: Cranberry-Marinated Rack of Australian Lamb with Almond Wild Rice Preview as PDF English | 660kb

Australian Lamb Consumer Advertisement

Featured recipe: Pan-Fried Australian Lamb Chops with Tomato Mozzarella Salad Preview as PDF English | 664kb

Australian Lamb Consumer Advertisement

Featured recipe: Moroccan-Style Lamb Kabobs with Lemons and Red Pepper Puree Preview as PDF English | 660kb

Australian Lamb Consumer Advertisement

Featured recipe: Australian Lamb Marsala with Braised Winter Squash Preview as PDF English | 672kb

Advertising and Promotions: Foodservice/Trade

The US-Australian lamb foodservice advertising campaign schedule for 2007/2008 is currently being implemented. The schedule will include 9 full page advertisements plus one insert in Food Arts. The total circulation is approximately 555,300 copies. The campaign is aimed to increase demand and usage of Australian lamb by convincing foodservice professionals that Australian lamb is a versatile product with a range of cuts to suit different menu options and cooking styles, and is ideal for appetizers and entrées for both lunch and dinner menus.

If you are interested in partnering with MLA to advertise Australian Beef or Lamb please contact us at nthamerica@mla.com.au

back to top

Australian Lamb FoodService/Trade BOOKLET

Hot Trends, Cool Chefs Renowned chefs from around the country are serving Australian Lamb in their restaurants in the most creative ways. Discover the talents of 9 chefs and the inspiration that led them to these delicious creations. This 12-page full-color booklet is sure to inspire and delight. Preview as PDF English | 1mb

Australian Lamb FoodService/Trade Advertisement

Andrew Ormsby Tucker Restaurant, Dallas Ever since this native Australian landed stateside, Chef Andrew has mixed variety, flavor and a contagious spirit of fun into everything he creates for his clientele. Preview as PDF English | 164kb

Australian Lamb FoodService/Trade Advertisement

Brad Farmerie Public Restaurant, New York Chef Brad dishes up global fusion cuisine—naturally. The London-trained American chef draws culinary inspiration from Australia to turn familiar regional favorites into international sensations. Preview as PDF English | 160kb

Australian Lamb FoodService/Trade Advertisement

Jason Wilson Crush, Seattle The Pacific region’s passion for organic and seasonal fare inspired Chef Jason’s romantic and much acclaimed Crush restaurant. His mastery of culinary knowledge earned him recognition as one of Food & Wine’s 10 Best New Chefs of 2006. Preview as PDF English | 164kb

Australian Lamb FoodService/Trade Advertisement

Jimmy Bradley The Red Cat, New York Chef Jimmy knows what works in NYC eateries. The secret to his success? A bold approach to seasonal fare that brings high cuisine home to neighborhood haunts. Preview as PDF English | 172kb

Australian Lamb FoodService/Trade Advertisement

Josiah Citrin Mélise Restaurant, Los Angeles With a flair for all things French, Chef Josiah coaxes exquisite flavors out of unlikely pairings. His artistry has earned him tremendous critical and popular acclaim, including Zagat’s 2008 “Best Restaurant in Los Angeles” and two Michelin Stars. Preview as PDF English | 164kb

Australian Lamb FoodService/Trade Advertisement

Josie Le Balch Josie Restaurant, Los Angeles Highly acclaimed and progressive, LA’s Chef Josie slices up imaginative offerings that deliver the healthy, all-natural options demanded by her patrons. Preview as PDF English | 168kb

Australian Lamb FoodService/Trade Advertisement

Michelle Bernstein Michys Restaurant, Miami From ballerina to Mandarin Oriental head chef—her life story is as rich as her food. Chef Michelle draws inspiration from sources as diverse as Asia, France and the Caribbean, always maintaining a strong Latin beat. Preview as PDF English | 172kb

Australian Lamb FoodService/Trade Advertisement

Randy Zweiban Nacional 27, Chicago Chef Randy’s expertise and passion for modern Latin cuisine have turned heads in Chicago and around the country. The innovative menu at Nacional 27 is gaining him national media attention from The Food Network, Bon Appétit and Gourmet, among others. Preview as PDF English | 168kb

Australian Lamb FoodService/Trade Advertisement

Vikram Garg indebleu, Washington, DC From Mumbai to Dubai, Chef Vikram has taken flavor around the world. Since landing at indebleu, he has perfected his own unique version of a true Indian classic. Preview as PDF English | 180kb

Australian Beef FoodService/Trade Advertisement

Australian Beef gives you maximum value through versatility and exceptional quality. Preview as PDF English | 212kb

back to top