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MLA launches Australian Beef the Greatest

14 July 2017

Australian Beef is the greatest meat on earth is the message to consumers from Meat & Livestock Australia’s (MLA) new domestic Beef marketing platform, launched today.

The new platform evolves from the previous “You’re Better on Beef” campaigns and inspires consumers to reconnect with beef by incorporating messages spanning versatility, nutrition, provenance, welfare, sustainability and eating quality.

The first integrated campaign under the new platform is a new online content piece and TV commercials that use an original song, “The greatest song on earth”, to remind Australians of the greatness of Beef.

Developed by agency The Monkeys, the commercial starts off in a local butcher shop and cuts to famous landmarks across Australia and around the world to show how a customer’s request for ‘just’ a rump steak fails to do justice to the greatness of Beef.

The online piece includes appearances from Aussies who embody greatness, legendary cricket commentator Bill Lawry, award-winning actor Kate Ritchie and Olympic gold medallist, Liesel Jones.

Three 30-second edits will also deliver supporting messages on why Australian beef is the greatest meat on earth, reinforcing this proposition to consumers on several levels. They will cover Beef’s nutrition credentials, its versatility and range of cuts as well as the superior provenance of Australian Beef. 

MLA Group Marketing Manager Andrew Howie said the new platform has been developed based on insights centred on the consumer, highlighting their drivers and barriers to consumption and the challenges they face in meal selection and preparation.

“Australia produces the greatest Beef in the world. When it comes to taste, tenderness, flavour and quality, nothing comes close,” Mr Howie said.

“For most Aussies, Beef holds an important place in their hearts and the new platform is aimed at reconnecting them with Australian Beef. When was the last time someone raved about the chicken they had for dinner last night?”

Mr Howie said underpinning the new strategy is the need for the beef industry to find ways to continue generating value for consumers in the face of four key challenges – consumer willingness to pay a premium for beef, changing population mix, changing lifestyles and proliferation of media.

“Ultimately, our marketing needs to be effective and drive demand for Beef – and in turn providing returns for our levy payers,” Mr Howie said.

The new campaign will run across TV, online video and social.  It will also include a radio partnership with NOVA FM to further drive engagement and interest amongst Australia’s younger audiences.

Underpinning this will be a year round approach consisting of digital partnerships with and GumGum. Retail out-of-home will have a national presence, along with search activity, all aimed at keeping Beef meal solutions top-of-mind for consumers.

Since the launch of ‘You’re Better on Beef’ in 2014, the beef brand in the domestic market has benefitted from a consistent strategy. It was built on research showing that after price, Australian consumers rate nutrition as the second most influential driver of protein choice. The objective of ‘You’re Better on Beef’ was to give consumers ‘permission’ to eat more beef by removing barriers to consumption such as health concerns. The strategy has assisted with stabilising key brand metrics despite the challenges.

“The new ‘Australian Beef is the greatest’ platform evolves these messages to ensure consumers feel proud to choose beef to feed their families,” Mr Howie said.

To view the full content and discover new Beef recipes head to

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