Meat & Livestock Australia's 'For the love of meat beef and lamb' via The Precinct

1 December 2023

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In a new push to drive consumption for the start of Summer.

Australian beef and lamb have joined forces for the first time in a new push to drive consumption for the start of Summer.

In a new marketing campaign released today by Meat & Livestock Australia (MLA), these two iconic red meats are pairing up to highlight the great opportunity for shoppers to purchase beef and lamb.

The ad features iconic lambassador and ex-AFL star, Sam Kekovich, and ex-Brisbane Broncos NRL player, Sam Thaiday representing beef, with the pair putting aside their differences in football codes to promote their shared love of Aussie red meats.

MLA managing director, Jason Strong, said the ad was an addition to the existing beef and lamb campaign calendar and was developed to support the industry at a time when saleyard prices had declined through a large part of 2023.

“This new ad is helping us reach out to Australian shoppers to illustrate that red meat is great value leading up to Christmas. Now is a great time to pick up some Australian beef and lamb," he said.

Managing director of The Precinct, Henry Motteram, said it was a great opportunity to support Australian Farmers by bringing these two powerhouse brands together.

“Both brands have such a strong tone of voice which we really wanted to play up. Sam Thaiday and Sam Kekovich were the perfect ambassadors to show Australians that both beef and lamb can come together and be shared this summer as both are bloody delicious," said Motteram.



Creative: The Precinct

Managing Director: Henry Motteram

Creative Director: Michelle Galluzzo

Copywriter: Matt Knapp

Art Director: Tim Green


Production: The Precinct

Director: Tim Green

Executive Producer: Henry Motteram

Producer: Jane Larkins

Cinematographer: Mitch Ayres


Post Production: The Precinct

Editor: Brendan Cain

Colourist: Scott Maclean

VFX: Beto Prado

Online: Piers MacDonald

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