BMF’s New Beef Ad Enlists ‘Rabbits’ Warren And ‘Gus’ Gould

BMF’s New Beef Ad Enlists ‘Rabbits’ Warren And ‘Gus’ Gould
SHARE
THIS



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.

 

Credit list:

 

MLA

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

BMF

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

 

 

Please login with linkedin to comment

Latest News

Shell & HSBC Launch Global Agency Reviews
  • Advertising
  • Media

Shell & HSBC Launch Global Agency Reviews

Going with ‘new year, new me’ theme, Shell and HSBC are looking to freshen up their respective media businesses.

by B&T Magazine

B&T Magazine
Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]