MLA Launches ‘The Fuel For Everyday Champions’ With Clare Nott

MLA Launches ‘The Fuel For Everyday Champions’ With Clare Nott
SHARE
THIS



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.

CREDIT

MLA

Chief Marketing Officer: Lisa Sharp

Group Marketing Manager: Andrew Howie

Brand Manager (Beef): Jacob Baldock

Assistant Brand Manager (Beef): Anna Echo

AGENCY

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

Production Company: Versus Media

Director: Jason Sukadana

Producer: Tanya Babic

D.O.P: Brad Jarrett

Music and Sound design: Mitchell Allen / OneTwo Studios

MEDIA UM

Please login with linkedin to comment

brand new media Front Foot The Nest Tinder Moments

Latest News

The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]

Opinion

by B&T Magazine

B&T Magazine
George Savvides Appointed As SBS Chair
  • Media

George Savvides Appointed As SBS Chair

SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today.  SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland
  • Media

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland

Tasmania’s Hobart-based Mercury has decided to rearrange the Australian map by moving itself onto the mainland and pushing Victoria off. As Victoria’s rise in COVID-19 cases continues, the Tassie newspaper decided to take matters into its own hands and physically banish the state, placing Tasmania between South Australia and NSW instead. Rivalry between Australian states […]

by B&T Magazine

B&T Magazine
QUT Launches Refreshed ‘Real World’ Campaign Via BCM
  • Campaigns

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
  • Technology

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad

To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]

Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.