MLA reminds the nation Australian beef is the greatest on earth

4 February 2019

Creative Agency: The Monkeys
Media Agency: UM (NSW)

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MLA is back with a big song and dance about the quality of Australian beef.

Meat and Livestock Australia (MLA) are reminding the nation that Australian beef is the 'greatest' on earth in a new campaign by The Monkeys.

In the sequel to the popular ‘Australian Beef. The Greatest’ campaign that launched last year, MLA has continued its song and dance in a bid to promote the quality of Australian breef.

Continuing the comedic song format of the first chapter, the ad takes place at the home of great meat; the butcher.

Brian the Butcher gets asked a common question about the original of the meat. He breaks out into song, inspired by Gilbert & Sullivan’s well known Pirates of Penzance, taking 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.

MLA domestic marketing manager Graeme Yardy says the campaign leveraged the insight that consumers are increasingly interested in where their food comes from.

“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," he says.

"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, says: “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 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.

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 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).


Client: Meat & Livestock Australia

Brand: Beef
Chief Marketing & Communications Officer: Lisa Sharp Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield SmithBrand Manager: Jasmin Koch

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

Production Company: The Sweetshop Director: Nick Kelly
Executive Producer: Loren Bradley Producer: Nikolas Aulich

DOP: John Toon
Editor: Bernard Garry Grade: Andrew Clarkson Post Production: The Editors

Music: SongZu

Media agency: UM

Senior Client Director: Tim Rogers Connection Strategist: Charlotte Berry Connections Design Director: Jonny Day Senior Partnerships Manager: Jenny Lam Partnerships Manager: Anna Cox Partnerships Trader: Yasmin Sherif

PR agency: One Green Bean Social agency: One Green Bean

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