Dame Edna Sends A Message To All Australian Women via BMF

Dame Edna Sends A Message To All Australian Women via BMF

Dame Edna has taken time out off her hectic schedule to bring attention to a very concerning issue. Meat and Livestock Australia (MLA) research shows that whilst one in three Australian woman are low in iron, many of them seek alternative sources of iron such as leafy green veggies over Australian beef.

In an impassioned address to the nation, Edna eliminates any doubt that Beef is the best natural iron fix for the busy Australian woman.

BMF ECD Cam Blackley explained, “Serious subjects sometimes benefit from a little tongue-in-cheek humour, especially when delivered by Aussie icons like Edna. We couldn’t think of a better spokeswoman to get women back to their best with beef.”

MLA group marketing manager, Andrew Howie said: “The speed of modern life is relentless. Too often when feeling rundown and tired, we blame our time-poor lifestyle. Research shows that the actual reason for 1 in 3 women feeling a bit flat is they are not getting enough iron from their diet. In partnership with the iconic Dame Edna, we set out to prove there is no better natural source of iron for the modern busy woman than Beef”.

The Edna jewel in the crown is part of a wider “mid-week meal” platform which sets out to prove that there are a range of healthy beef meals that can be prepared in just a few simple steps, in under 15 minutes. 15 real people minutes. Not celebrity chef minutes.



Chief Marketing & Communications Officer: Lisa Sharp

Group Marketing Manager: Andrew Howie

Brand Manager – Beef: Jacob Baldock

Assistant Brand Manager – Beef: Jasmin Koch


Executive Creative Director: Cam Blackley

Associate Creative Director: Tim Bishop

Head of Planning: Ali Tilling

Group Strategy Director: David Warren

Head of Client and Business Innovation: Kura Tyerman

Account Director: Will Woods

Account Manager: Melanie Pisani

Senior TV Producer: Fiona Gillies

Production Company: Revolver Films

Director: Jonathan Kneebone (The Glue Society)

Producer: Caroline Kruck

Executive Producer: Pip Smart and Michael Ritchie

Post Production: The Glue Society

Editor: Luke Crethar

Sound Production: Rumble Studios

DoP: Russell Boyd




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