Australian Beef has launched the sequel to the popular ‘Australian Beef. The Greatest’ campaign to remind people that the greatest meat on Earth is 100 per cent Australian.
Continuing the comedic song format of the first chapter, the campaign titled ‘The Greatest
Meat on Earth. In the World’ directed by Nick Kelly of The Sweet Shop, sets out to inspire
‘Australian-made’ pride and promote the quality of Australian beef.
Taking place in a familiar setting, a butcher’s shop, Brian the Butcher gets asked a common
question about where the meat is from.
Breaking out into song, inspired by Gilbert & Sullivan’s well known Pirates of Penzance, Brian’s response takes his customer on a journey from a family of farmers to a sausage sizzle, discovering not only where Australian beef comes from, but reflecting on the key moments where beef is part of our lives.
Meat & Livestock Australia domestic marketing manager, Graeme Yardy, said: “Following the success of
chapter one of Australian Beef The Greatest, we wanted to continue the story and highlight
the provenance of Australian beef in a fun and humorous way.
“Consumers are increasingly interested in where their food comes from, and so we set out to remind Australians that by choosing Australian Beef they are enjoying the freshest, highest quality and best tasting meat from the greatest country on earth.
“The truth is, the greatest meat on earth comes from our own backyard and that is something that every Australian should be proud of”
The Monkeys creative director, Scott Dettrick, said: “In our latest instalment for MLA our
butcher is back and is as enthusiastic as ever to sing us a proud tale of the superior
provenance of Australian Beef”.
The integrated campaign will appear across TV, print, digital, social and radio from today,
while PR will spread the message across earned media in the coming weeks.
In addition, retail activity will be aligned during the campaign period.
Media agency UM will introduce and drive awareness of the content to Australians through a
broadcast strategy across TV, radio and social.
Starting regionally and extending to metro titles, a print and digital partnership with News Corp will extend the campaign to inspire people to cook and eat Australian Beef, with compelling stories of local legends and their paddock to plate experiences.
One Green Bean will amplify the campaign through earned media channels by sharing
stories and recipes from Australia’s ‘best local finds’ as selected by popular celebrity chefs,
Adam Liaw (former Masterchef winner and celebrity chef), and Frank Camorra (head chef of
MoVida in Melbourne).
Tapping into user generated content inspired by the campaign, One Green Bean will use
social listening tools to celebrate local beef dishes and the unsung heroes behind them.
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Managing Director: Matthew Michael
Head of Planning: Michael Hogg
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Creatives: Grant Rutherford, Hugh Gurney & Joe Sibley
Senior Producer: Christina Wilmot
Producer: Sally Lankshear
Content Director: Ola Moszumanska
Senior Content Manager: Bec Barnier