Meat & Livestock Australia (MLA) has launched a new campaign to drive beef sales during Australia’s winter season.
"The Greatest Meat on Earth" campaign features a Monty Python-style song, which aims to explain the greatness of beef and includes appearances from well-known Australian’s including cricket commentator Bill Lawry, Home & Away actress Kate Ritchie and Olympic gold medallist Liesel Jones.
The campaign includes online, TV, radio, retail out-of-home, social media and digital activity.
It's part of an annual winter-time push for beef, which aims to increase consumer consideration of the meat.
Chief Creative Officer: Scott Nowell
Creative Director: Grant Rutherford
Creative team: Grant Rutherford, Hugh Gurney & Chelsea Parks
Executive Planning Director: Fabio Buresti
Head of Planning: Michael Hogg
Managing Director: Matt Michael
Group Content Director: Humphrey Taylor
Content Director: Samantha Heckendorf
Content Manager: Bec Barnier
Senior Producer: Penny Brown
Integrated Producer: Tanith Williamson
Graphic Designer - James Halliday
Senior Digital Producer: Kit Peebles
Digital Producer: Krystyna Allen
Junior Designer: Lauren Elliot
Production Company: Finch
Director: Benji Weinstein
Executive Producer: Corey Esse
Producer: Catherine Anderson
DOP: Andy Commis
Editor: Dave Whittaker at The Editors
Colourist: Billy Wychel
VFX Post Production: Finch
VFX Sound: Song Zu
Musical Director: Ramesh Sathiah
Songwriter: Hugh Gurney
Arranger: Nathan Cavaleri
Sound Designer: Abby Sie
Producer: Katrina Aquilia