The Drum Awards for B2B 2022

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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