April 18, 2005
Michael Nolan, Director of Nolan Meats, recently accepted the prestigious 2005 Award for this yearâ€™s hotly contested Product and Services Marketing Award at the Primary Industries Achievement Awards as part of Primary Industries Week.
The Product and Services Marketing Award recognises outstanding achievement in the marketing of primary industry products or services to key clients, customers or markets. Finalists were judged on:
- the reason for the marketing campaign
- the planning process used
- the technique and strategies used
- the effectiveness/outcome of the campaign.
The award was won by Nolan Meats for the marketing and branding of the â€˜Private Selectionâ€™ beef label, from a total of three impressive finalists in the category.
Branding is the name of the game in beef these days, and Private Selection won ahead of Australian Agricultural Companyâ€™s 1824 beef brand and Growcomâ€™s Oranges marketing campaign to take out the top marketing honour.
Private Selection is grain-fed premium yearling beef, and is distributed through many wholesale and retail outlets nationally including local butcher Village Meats, supplier to the Louvre restaurant. Private Selection steak is enjoyed by patrons at Louvre â€“ well known as the Brisbane contender in the â€˜My Restaurant Rulesâ€™ television programme.
â€œWeâ€™ve achieved the consistency and repeat quality where we think itâ€™s worth committing our own brand on one of our products, and Private Selection seems to be working,â€ said Mr. Nolan.