CASE STUDY
Evolving Australian Beef’s brand positioning
The Challenge:
With rising prices and weakening brand metrics, there is an opportunity to evolve Beef’s positioning in Australia. Beef wants to launch a new campaign next financial year that drives preference and consumption amongst other proteins. Flightpath’s role was to create a framework for refining and updating the “Beef the Greatest” positioning to guide the campaign briefing.
How we helped
Insight mining to define brand positioning territories
Extensive desk research and a detailed market review to define a set of brand positioning territories as potential options to explore for the brand.
Crafted and researched with consumers a series of 5 brand positioning platforms
We crafted a series of brand positioning concepts that we tested with consumers and refined further to arrive at a final polished output for the client, ready for stakeholders.
Collaboratively worked with MLA and their agency partners
Ran a series of workshops that engaged the MLA’s advertising and research agencies to ensure alignment and speed of the project.
Outcome
Strong internal and external alignment on an evolved brand positioning for Beef that enabled a campaign brief to be executed at pace. The resulting advertising campaign restored Beef to top of mind with consumers and enabled the brand to more effectively be communicated through digital channels.
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