ANGUS BURGER ‘MAJOR BOOST’ TO WHOLE INDUSTRY

The success of McDonald’s Angus burgers ‘couldn’t have come at a better time’ according to MLA’s general marketing manager David Thomason.

‘This is the right product for the right time, given the impact of the financial crisis. This level of activity is a major boost for the whole industry,’ he said.

Mr. Thomason said the Angus burger success, while exceeding expectations, was really no surprise as the marketing message told a story.

‘McDonald’s is using the classic concept of ‘romancing the product’ where you generate appeal and make the product distinctive.

‘They have a quality product, a really engaging story and the combination of those two means they can get a premium for it. That’s a common element of all successful food campaigns.’ said Mr. Thomason referring to the rumored $10 million marketing blitz promoting sales of McDonald’s Angus burgers.

It was reported in Queensland Country Life as the most successful McDonald’s product launch in its 38 year history in Australia with journalist Brad Cooper suggesting the Angus burger has gone from a fast food to a ‘far out’ culinary phenomenon with sales worth $2 million a week and some of the processors paying a premium of up to 20 cents/kg for complying Angus cattle to provide the Angus product.