Bmf’s latest campaign from Meat & Livestock Australia (MLA), “You’re better on Beef”, sets out to modernise beef and remind Aussies of its nutritional benefits.
“We want to remind busy working families about the benefits of eating beef. These families make up one third of Australian households and spend more than $2 billion on beef each year and we know they have a strong emotional desire to feed their families healthy, satisfying meals,” MLA marketing manager Andrew Howie said.
A recent review of MLA’s consumer beef marketing program revealed the need for a stronger, revitalised health based message all year round, rather than at traditionally seasonally-focused campaign periods.
The launch TVC incorporates real audio from some of the Australia’s most famous sporting moments including Cathy Freeman’s gold medal at the Sydney Olympics, Ian Thorpe’s 200-metre freestyle world record in 2000 and other iconic sound bites.
Cam Blackley, BMF Executive Creative Director said of the campaign: “The chance to reframe an Aussie icon like beef as the ultimate life fuel is one of our proudest moments. We are looking forward to developing this brand idea over the coming years.”
Andrew Howie adds: “Communicating the benefits of a healthy balanced lifestyle to families shouldn’t be boring. Modern life is busy, packed full of challenges. We wanted to show families that the benefits of beef make it easier to overcome those challenges you face every day.”
From this weekend the 60-second launch commercial will screen on free-to-air and subscription channels with seasonal and tactical executions to follow and will be hugely supported by outdoor executions, radio, social media and in-store activities.
Michael Edmonds: General Manager, Central Marketing & Industry Insights
Andrew Howie: Marketing Manager – Consumer Programs
Natalie Johnson: Senior Brand Manager – Beef
Anna Swan: Assistant Brand Manager – Beef & Lamb
Tertia Dippenaar: Marketing Insights Manager – Global
Executive Creative Director: Cam Blackley
Creative Director: Justin Ruben
Art Director: Ryan Fitzgerald
Copywriter: Jim Curtis
Strategic Planner: David Warren, Simon McCrudden
Designer: Lincoln Grice
Group Account Director: Kura Tyerman
Account Director: Pat Rowley
Account Manager: Rose Flowers
Agency Producer: Jenny Lee-Archer
Sound Producer: Katrina Morelli
Art Buyer: Basir Salleh
Print Producer: Jane Gower
Project Manager: Lisa Houatchanthara
Director: Kim Gehrig
Production Company: Revolver
Executive Producers: Michael Ritchie & Pip Smart
Producer: Pip Smart
Production Design: Steve Jones-Evans
Post Production: Method Studios
Editor: Peter Sciberras, Method Studios
Music: Original track JOY by Apollo 13 through Level Two Music
Sound Design: Tone Aston, Rumble
DoP: Germain McMicking