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.

Overall Rating
3/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.