Meat and Livestock Australia appoints Accela PR to its public relations in Singapore

Singapore-based agency, Accela PR, has been appointed to the public relations account for Meat and Livestock Australia (MLA) in Singapore.

MLA works with exporters to get Australian beef, lamb and goat into overseas markets and works with supermarkets, hotels, and restaurants through the global brand of True Aussie Beef and Lamb.

Accela PR will be working with the True Aussie brand to support MLA in building awareness of the core attributes of the Australian red meat industry and drive preference for Australian red meat.

The agency will also support MLA’s campaigns in the Singapore region by driving activations, and amplifying its brand message. Accela PR will also work on MLA’s Beef Up and Lambassador campaigns.

“We are thrilled to be partnering with MLA to support with their Singapore market initiatives, and look forward to working with the team to promote a series of exciting campaigns for True Aussie Beef and Lamb,” says Accela account director, Jennifer Stewart.

The appointment comes off the back of MLA’s annual summer lamb ad which took aim at state border closures and the public disagreements between Premiers and the Prime Minister over COVID-19 regulations.

MLA’s public relations agency in Australia is One Green Bean.


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