Meat and Livestock Australia (MLA) has launched the latest campaign for the You’re Better on Beef platform. Developed by One Green Bean, the content centres on Clare Nott, an Australian wheelchair basketball player who lost the use of her legs at two and a half years old.
Focusing on content, the latest installment celebrates the lives of everyday Australian champions, and the fuel that drives them to overcome adversity.
Nott’s story is a powerful example of finding the strength to face any challenge life throws at you, and how the right nutrition and attitude helps you power through.
In addition to online film, MLA partnered with respected social media influencers Jacqueline Alwill (Brown Paper Nutrition) and Mel Watts (The Modern Mumma), forming part of an integrated PR campaign to support seasonal and nutritional messaging for Beef.
Using Nott’s story as inspiration, the campaign followed-up with functional advice in the form of recipes, tips, and nutrition messaging – aiming to show women just how easy it is to incorporate beef into their everyday lives.
Speaking on the content and campaign, Andrew Howie, group marketing manager at MLA said: “Champions are everywhere. We felt it was more interesting to tell the story of everyday champions that might otherwise have gone unnoticed. Beef, packed full of 13 essential nutrients like protein, iron and zinc is just the fuel you need to take on every day like a champion.”
The content sits at the heart of MLA’s You’re Better on Beef Winter campaign – featuring TV, outdoor, radio, online, social and influencer content – as well as targeted Point of Sale in butchers and retailers across the country.
Chief Marketing Officer: Lisa Sharp
Group Marketing Manager: Andrew Howie
Brand Manager (Beef): Jacob Baldock
Assistant Brand Manager (Beef): Anna Echo
Creative Agency: One Green Bean
PR Agency: One Green Bean
Creative Director: Pia Chaudhuri
Managing Partner, Client Services: Louise Pogmore
Head of Production: Alistair Ferrier
Agency Producer: Leila Maktari
Production Company: Versus Media
Director: Jason Sukadana
Producer: Tanya Babic
D.O.P: Brad Jarrett
Music and Sound design: Mitchell Allen / OneTwo Studios