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Australian Beef is launching a campaign starring six Paralympic athletes who highlight the role of beef in their balanced and active lifestyle. The company aims to alleviate eco concerns by showing how meat continues to be a source of national pride for many Aussies. We explore the insights behind this and why the beef company is creating a new narrative around eating meat.

Australian Beef is showcasing the stories of its six Paralympic ambassadors, focusing on the people that have helped them rise to the top. In a video series, the athletes recognise everyone from their coaches to their local community as vital to their success journey. The six athletes will share their favourite beef recipes, linking beef’s nutritious qualities with good health and high achievement. “Growing up in Temora and as a Paralympian, I understand the important role that beef has in both the community, and as part of a healthy and balanced diet,” says Paralympic gold medallist Scott Reardon, who’s participating in the campaign. 

The campaign aims to change the narrative around meat, connecting it with a sense of national pride
Getúlio Moraes (2019) ©

Beef production is increasingly an unappetising subject, often making headlines for its environmental impact. In fact, 12% of Aussies already follow diets that are vegetarian or almost vegetarian, and Australia has the highest number of vegan-related Google searches per capita in the world. Yet with 63% of Aussies saying they’re concerned about the unknown side-effects of meat substitutes, companies are creating carbon-neutral beef as an eco-friendly alternative for meat lovers. Australian Beef's campaign aims to change the narrative around meat, connecting people’s appetites with a sense of national pride. By emphasising the benefits of a protein-fuelled diet, companies can reposition Aussies’ love of meat as a common thread that unites them.

The maxim ‘you are what you eat’ is fast entering people's mindset as food choices adapt to people's environmental concern. Consumers are reducing or eliminating meat from their diet, focusing on the flight path of their food and eating alternative food sources. With carbon labels on packaging being introduced by some companies, companies are helping to educate people on eco-friendly eating options. As Australian Beef shows, there is no one-size-fits-all model for making better choices for the planet, and brands have an opportunity to show people that carbon-friendly diets can take multiple paths. 

Charlotte Brohier is a behavioural analyst at Canvas8. With a background in brand strategy and journalism, she has written for The Times, Refinery29, and the Just Opened Group. Passionate about art history and anthropology, in her spare time she can be found gallery-hopping, perusing vintage markets, or having tea parties on Hampstead Heath.


20 Mar 20
2 min read

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