Meat and Livestock Australia (MLA) has announced a new brand platform for Aussie beef that repositions it as ‘The Greatest Meat on Earth’.
The new platform evolves from the previous ‘You’re Better on Beef’ platform by tapping into the latent emotional connection Australians have with beef in order to ignite passion for the product, inspire meal ideas and increase consumer consideration.
The first integrated campaign for the platform will deliver this message in a new online content piece and TV commercials that use an original song, The Greatest Song on Earth,t o remind Aussies of the greatness of beef.
Created by The Monkeys, the foot-tapping spot starts off in a local butcher shop and cuts to famous landmarks across Australia and around the world to show how a customer’s request for ‘just’ a rump steak fails to do justice to the greatness of beef.
The online piece includes appearances from Aussies who embody greatness, such as legendary cricket commentator Bill Lawry, award-winning actor Kate Ritchie and Olympic gold medallist Liesel Jones.
Andrew Howie, group marketing manager at MLA, said: “Australia produces the greatest beef in the world. When it comes to taste, tenderness, flavour and quality, nothing comes close.
“For most Aussies, beef holds an important place in their hearts. When was the last time someone raved about the chicken they had for dinner last night?”
Scott Nowell, co-founder of and chief creative officer Scott Nowell said the new platform restores beef to its rightful place as the greatest meat on Earth in song.
Three 30-second edits will deliver supporting messages on why Australian beef is the greatest meat on earth, giving consumers reasons to believe in the greatness proposition.
They will cover beef’s nutrition credentials, its versatility and range of cuts, as well as the superior provenance of Australian beef.
Viewall the TVCs below:
Creative connections agency UM will drive high-level awareness around beef’s new brand positioning, introducing the new song into the Australian vernacular with a heavy-weighted broadcast strategy implemented across TV, online video and social.
To further drive engagement and interest amongst Australia’s younger audiences, a radio partnership with Nova will allow the new platform to come to life across a number of activations slated throughout the coming months.
Underpinning this will be a year-round approach consisting of digital partnerships with Taste.com.au and GumGum. Retail out-of-home will have a national presence, along with search activity, all aimed at keeping beef meal solutions top-of-mind for consumers.
PR via One Green Bean will build awareness of the ad and drive further incentives to purchase and consume beef through practical solutions including recipes and product education.
Chief marketing officer – Lisa Sharp
Group marketing manager – Andrew Howie
Brand manager (beef) – Magali Nonnenmacher
Assistant brand manager – Jasmin Koch
Agency: The Monkeys
Chief creative officer – Scott Nowell
Creative director – Grant Rutherford
Creative team – Grant Rutherford, Hugh Gurney and Chelsea Parks
Executive planning director – Fabio Buresti
Head of planning – Michael Hogg
Managing director – Matt Michael
Group content director – Humphrey Taylor
Content director – Samantha Heckendorf
Content manager – Bec Barnier
Senior producer – Penny Brown
Integrated producer – Tanith Williamson
Graphic designer – James Halliday
Senior digital producer– Kit Peebles
Digital producer – Krystyna Allen
Junior designer – Lauren Elliot
Production company: Finch
Director – Benji Weinstein
Executive producer – Corey Esse
Producer – Catherine Anderson
DOP – Andy Commis
Editor – Dave Whittaker (The Editors)
Colourist – Billy Wychel
VFX post-production: Finch VFX
Sound: Song Zu
Musical director – Ramesh Sathiah
Songwriter – Hugh Gurney
Arranger – Nathan Cavaleri
Sound designer – Abby Sie
Producer – Katrina Aquilia
Client group director – Mike Worden
Senior client director – Ed Passerotti
Client manager – Jacqui Ollevou
Sydney strategy director – Chris Colter
Senior connections designer – Ashleigh Vogel
Partnerships director – Simon Turner
Partnerships manager – Jessica Ngu
Partnership trader – Emily Ng
PR: One Green Bean
Managing partner – Louise Pogmore
Senior account director – Kirsty McGorty
Account director – Corinna Fawls
Senior account manager – Sariyah Jalaluddin
Account manager – Taylor York
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