Australian Beef has unveiled its latest campaign titled “Beef at Your Best” to highlight beef’s role in a healthy and nutritious diet.
The campaign is set inside the Brisbane Broncos high performance centre and showcases how eating the right nutrition is important to perform at your best on and off the field.
Created by The Monkeys, part of Accenture Song, for Meat & Livestock Australia (MLA), the full suite of content includes a TVC featuring a loveable protagonist, in a series of humorous behind the scenes scenarios in a professional sporting environment.
The TVC directed by Al Morrow from Rabbit, is a mockumentary style interview with a highly respected ‘member’ of the Brisbane Broncos team, general assistant Lance, showcasing how beef’s nutritional benefits help both himself and the team perform at their best.
The ad highlights just how productive you can be when beef is part of your diet, and how it enables you to kick things up a gear ensuring high performance. This is demonstrated by Lance throughout the content, who is a behind the scenes dynamo doing everything to support the Broncos team be at their best; from setting up training drills and ensuring everyone on the team is having a tasty beef lunch, to lugging around heavy equipment in the gym and keeping all their equipment in top working order. Lance’s infectious attitude is supported by Beef which is packed with Protein, Iron and B12 to ensure his muscle strength, physical energy and mind are all at the top of their game.
Nathan Low, general manager of marketing and insights at MLA, said: “Beef provides us with so many of the necessary vitamins and minerals essential to keep our bodies healthy in one simple package, and we wanted this campaign to show how Lance and his friends at the Broncos really are better on Beef and the role nutrition plays in performing at your best regardless of whether you’re an elite athlete or just helping out behind the scenes”.
Creative director at The Monkeys, Scott Dettrick, added: “Nutrition and performance go hand in hand, but we can’t all be professional athletes. We can however all benefit from what Beef has to offer. In this campaign, we show through the Broncos extended team that Beef can help anyone achieve their greatness, whatever that may be.”
Watch the ad via free to air TV nationally on Nine & Seven this will also be pushed out across YouTube, BVOD, Facebook & Instagram, and across retail OOH channels by UM or view the content directly at www.australianbeef.com.au/beefatyourbest.
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
Senior Brand Manager: Tim Lau
Assistant Brand Manager: Krystina Batt
Creative Agency: The Monkeys, part of Accenture Song
Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative team: Emmalie Narathipakorn and Seamus McAlary Head of Production: Penny Brown
Senior Producer: Kaija Wall and Elliot Liebermann
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Senior Business Director: Lucy Baynes
Senior Business Manager: Mitchell Bevan
Production Company: Rabbit
Director: Al Morrow
Executive Producers: Alex Hay & Lucas Jenner Associate Executive Producer: Marcus Butler Producer: Morgan Hind
DOP: Peter Eastgate
2nd Unit DOP: Jason Hargreaves
Production Designer: Jon Dowding
Casting: Danny Long
Edit House: ARC
Editor: Drew Thompson ASE Executive Producer: Daniel Fry VFX: ARC
Colourist: Ben Eagleton
Music & Sound: Song Zu
Sound Design: Simon Kane Producer: Katrina Aquilia
Media agency: UM
Client Director: Laura Ellis
Trading Director: Joshua Greive
Senior Planning Manager: Michelle Andrews Strategist: Maddison Thompson
Planning Manager: Dominica Gray Partnerships Trader: Joshua Coles
PR Agency – One Green Bean
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]