A CLEVER nutrition-based campaign from Meat and Livestock Australia aims to have consumers reach for red meat to prevent tired brains and low energy and concentration levels.
The next phase of the 'Red meat. Amazing food.' campaign follows the initial launch in July 2009.
It links the benefit of the five critical nutrients in red meat (iron, zinc, vitamin B12, omega-3 and the amino acids in protein) with everyday brain function and highlights the adverse effects of low iron levels on mental performance for daily function.
MLA's Veronique Droulez said consumers did not seem to know that lifestyle choices, including eating nutrient-rich foods such as red meat, could affect everyday brain performance.
"This latest phase of the campaign will increase consumers' awareness that a lack of nutrients ? particularly iron ? could be the reason for their poor brain function," Ms Droulez said.
"Research suggests that unfortunately when people are tired, they are less likely to reach for healthy, nutrient-rich options to increase their concentration levels.
"Our aim is to get consumers to consider the importance of their nutrition in feeding their brain to perform at their best every day.
"It's important to continually reinforce red meat's nutritional benefits.
"This is particularly important when we've got red meat competing with a range of other protein sources for plate space at the dinner table."
The first phase of MLA's campaign communicated to consumers the link between red meat's nutrients and brain function.
Consumer research immediately after the campaign found more than 85pc of mums with kids strongly agreed the nutrients in red meat help the brain work properly.
The latest campaign started on February 14 and will run to March 14.
It includes two 30-second television commercials, again featuring well-known actor Sam Neill (pictured with co-star, Dennis the orangutan).
These are accompanied by online banner ads and radio advertisements that position red meat's brainpower nutrients as solutions to everyday complaints such as grumpiness, forgetfulness and poor concentration.
Point-of-s ale material that has been distributed to butcher shops nationwide includes recipes for amazing meals including 'on the ball meatballs' and 'memory stick kebabs'.
The television advertisements, recipes and six new radio advertisements have been produced for breakfast and drive-time radio stations in capital cities.
Meanwhile, Coles says it is reinventing the meat case with a new range of gourmet burgers and sausages.
The supermarket chain has launched the Angus Burger, made from verified Angus beef, and a series of Wagyu products.
Coles general manager of meat, Allister Watson, said the Angus Burger (pictured) used verified Angus beef, was priced at $6.50 for a pack of four and was available at all stores.
The Wagyu range consists of the Coles Finest Wagyu Beef Burger, Coles Finest Wagyu Beef Burger with Mushrooms and the Coles Finest Wagyu Beef, Mushroom and Shiraz Sausage and start at $7/pack.
l The MLA's new advertisements can be viewed and heard online: www.mla.com.au/ redmeatamazingfood
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