MLA Repositions Beef As A Symbol Of Greatness In New TVCs Via The Monkeys

MLA Repositions Beef As A Symbol Of Greatness In New TVCs Via The Monkeys

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 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.


Client: MLA

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

Media: UM

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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