Wunderman Thompson helping MLA with consumer image

30 October 2019 Consultancy.com.au 2 min. read

Meat and Livestock Australia (MLA) is looking to reinvent its profile and customer experience in the Australian market through a series of comprehensive operational changes. Marketing & advertising consultancy Wunderman Thompson has been brought on board to support with the process.

Wunderman Thompson is a creative consulting firm based out of New York. The firm’s expertise is grounded in the marketing, data and technology domains, which is leveraged to deliver comprehensive branding and advertising solutions for its global pool of clients. The firm’s Australia operations are based in Pyrmont, New South Wales.

As part of its new contract, the agency is set to partner MLA in an effort to improve the overall meat consumption experience in Australia. The duo aim to make far-reaching tweaks to operations, ranging from improvements in the shopping process and stretching to the actual consumption stage as well.

Wunderman Thompson helping MLA with consumer image

To this end, the pair will develop and try a number of strategies aimed at introducing a variety of new products, supply chain processes and solutions, with significant focus on digitisation. The project comes at a time when the broader food and beverage sector in Australia is looking to take advantage of digital advancement, in a bid to outshine their maturing competitors.

Consumers are also demanding greater supply chain transparency, amid a number of scandals that have rocked the food & beverage industry. Using technologies, including blockchain, better tagging of sourced materials and the ability to follow individual products along the supply chain is proving one popular way of restoring credibility.

Commenting on the partnership, Georgia Bruton of Wunderman Thompson said, “The Australian meat and livestock industry is rapidly becoming one of the world leaders in innovation and technology adoption. We look forward to working with the team at MLA who are passionate about helping Australian farmers prosper and become world-class.”

Wunderman aims to leverage its creative and digital capabiltiies to drive a boost in status for MLA across Australia and ramp up the transparency of its meat production process. The partnership – financial details have not been disclosed – will seek to rebrand how red meat is viewed and cooked across the country, primarily by awareness and reputation, and customer experience at every stage.