Meat and Livestock Australia wanted to increase beef sales and help Australian beef farmers get through the tough winter season. A season made even tougher by the fact that beef prices had increased while other meat prices declined.
Christmas, Australia Day and other national holidays are all celebrated in the middle of summer in the Southern Hemisphere. So we created a brand new national holiday in the middle of winter which encouraged Australians to reconcile and reheat cold relationships around hot meals of beef.
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