Aussie Beef
Bringing Aussie Flavour to Japan
Overview
As part of its international growth strategy, one of Australia’s most iconic food brands set its sights on Japan. With strong consumer interest in Aussie beef but low familiarity with meat pies, the company turned to CarterIGNITE to explore how its hero product might resonate—and what adjustments were needed to succeed in a very different cultural and retail landscape.
We started by joining consumers on grocery shopping trips to understand how they choose similar products and what caught their attention on the shelves. We then brought small groups together to try the client’s products, share their thoughts on taste, packaging, and branding, and discuss what “Australia” as a brand means to them in a food context.
The research culminated in a quantitative survey to validate findings at scale, test competing product and logo options, and identify the most compelling positioning and packaging combinations.
Results
The study provided the client with clear, research-backed direction on how to adapt its offer for the Japanese market. Key guidance included product naming and logo design, in-store placement strategies, and messaging linked to usage occasions. Equipped with these insights, the team was able to confidently shape its market entry strategy and optimize communications for a new audience.
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“Thank you for the well-planned and guided research experience. The findings are very insightful and gave us a lot to work with.”
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