Our latest campaign for Meat and Livestock Australia (MLA) announces a new brand platform for Beef that repositions Australian Beef 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 delivers this message in a new online content piece and TV commercials that use an original song, “The greatest song on earth”, to remind Australians of the greatness of Beef.
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, legendary cricket commentator Bill Lawry, award-winning actor Kate Ritchie and Olympic gold medallist, Liesel Jones.