News

New Swift Premium point-of-sale material

New Swift Premium end-user point-of-sale (POS) material has been developed to encourage consumers to think of beef as the optimal everyday protein source. This is in response to research findings by Meat and Livestock Australia (MLA) regarding domestic beef consumption, which revealed that consumers do not view beef as being suitable for everyday meals, useful for a variety of meals, and something that people are confident to cook and prepare when compared to chicken.

The arrangement of different beef dishes within the artwork demonstrates to consumers, a range of meal scenarios where beef is the hero. This is complemented by the hook “works with everything”, which aims to inspire consumers to think of other uses for beef beyond a spaghetti bolognaise, and dishes where beef can be used to substitute another element.

Different cuisines are represented to appeal to a broader range of people and cultures.

The Swift Premium POS material differs from competitor branding because it markets Swift Premium for what it is, beef for everyday meals. Taking this approach, we aim to influence consumers to purchase more beef, more often.

The grass-fed claim is notably absent from the artwork, so as not to confuse the key message. Marketers only have a few seconds to grab someone’s attention so it’s important to keep the messaging clear. Did it grab your attention?

We encourage you to contact your local D.R. Johnston sales office to find out more about the Swift Premium brand and to inquire about promoting this branded line in your store.