"We want beef to be synonymous with the summer and really own the season," MLA general manager marketing Glen Feist said.

Beef the hot topic for summer

THE MLA has a simple message for Aussie meat-eaters this summer as the barbecues fire up: Nothing beats beef.

The slogan is the centrepiece of MLA's marketing campaign to run on television, print and digital media, as well as a new iPhone application.

"We want beef to be synonymous with the summer and really own the season," MLA general manager marketing Glen Feist said.

"We're running the campaign over six months to keep the buzz around beef running for longer and sustain demand for beef throughout summer."

More than 2.5 million copies of a new magazine, called Entice, will be distributed through retailers.

There will also be "pub media" in hotels, including coasters carrying the "Nothing beats beef" message and a "beef on the barbecue" competition to find the nation's top "tongmaster".

To view the commercial or for more on the campaign, visit www.mla.com.au/beefcampaigns.

The free "Beef Essentials" iPhone app can be downloaded from the iTunes store.



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