Meat & Livestock Australia sing the praises of Australian beef in new campaign

Meat & Livestock Australia (MLA) has launched a new campaign claiming Australian beef is the greatest meat on earth.

The campaign aims to tap into the emotional connection Aussies have with beef in a bid to drive beef sales during Australia’s winter season.

The campaign is led by a two-minute online film, which features a Monty Python-style song, “The greatest song on earth” and is supported by 30-second TVCs, as well as social media, radio, retail and online activity.

The film begins in a local butcher shop before jumping around Australia and the world to explain the greatness of beef. It features appearances from well-known Australian’s including cricket commentator Bill Lawry, Home & Away actress Kate Ritchie and Olympic gold medallist Liesel Jones.

Andrew Howie, group marketing manager at MLA, said, “Australia produces the greatest beef in the world. When it comes to taste, tenderness, flavour and quality, nothing comes close. For most Aussies, beef holds an important place in their hearts. When was the last time someone raved about the chicken they had for dinner last night?”

‘The Greatest Meat On Earth’ campaign is part of an annual winter-time push for beef, which aims to increase consumer consideration of the meat.

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Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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