Raise the steaks: An Australian grassfed beef and lamb culinary immersion.

Objective(s):
To increase awareness of Meat & Livestock Australia’s grassfed beef and lamb product and to allow chefs to work hands-on with the product. The end-goal is that attending chefs will menu Australian grassfed beef and/or lamb and call out on their menu that it is Australian – in turn, raising awareness of the product itself.

Strategy:
Invite prospective and current Meat & Livestock Australia customers comprising of top recognized chefs from within the Los Angeles market and surrounding local areas. Provide the attendees with key presenters and sought-after ambassador chef demonstrations to guarantee a unique learning experience for the attending chefs, while educating them on the benefits of the product, where it comes from, how it is raised, and the benefit to branding Australia on their menus.

Solution:
The day-long immersion takes place at a prestigious kitchen, hotel, university, or restaurant that allows for presentations, group discussion, culinary demonstrations, and for all of the chefs to complete challenges side-by-side in the kitchen. Summit has developed an event formula for Meat & Livestock Australia to increase the awareness of their products within their nationally measured key markets.

Results:
18 local chefs attended and each attending chef received 4 continuing education hours approved by the American Culinary Federation. Another bonus of events such as these, is that they allow us to continue to build our PR footprint. All attendees of this particular event have confirmed that they would recommend the product to an industry colleague. These events have successfully proven to increase awareness of Meat & Livestock Australia product amongst their key markets throughout the United States.