Aussie Beef takes centre stage with SBS’s FIFA World Cup coverage
Millions of people have had a taste of Aussie beef during the FIFA World Cup, with an Australian Beef ad campaign by Meat & Livestock Australia (MLA) called The Greatest scoring goals across SBS’s coverage.
The campaign is currently featuring in 144 television spots across the tournament, including key placements in Australia’s group stage matches and the Final on July 20. Alongside a new creative launched on 1 July, it’s driving strong results for the Australian beef industry at a significant scale.
In the opening weeks of the tournament alone, Aussie Beef has been on centre plate for more than 18.7 million viewers, with campaign delivery tracking at 89% across total TV and BVOD (Broadcast Video on Demand), highlighting strong early performance.
This platform is reinforcing Aussie Beef’s premium positioning and iconic status, reaching mass audiences at scale, including 4.5 million Australians who watched the Socceroos match against Paraguay, and maintaining consistent brand presence throughout the tournament.
MLA Chief Marketing and Communications Officer Nathan Low said the campaign’s continued performance highlights the strength of sustained investment in building the Australian beef brand.
“Aligning Aussie Beef with SBS’s coverage of a global event of this scale allows us to showcase our product in front of large and highly engaged audiences,” Mr Low said.
“It reinforces the premium nature and global reputation of Australian beef, while continuing to drive demand and preference with consumers.”
The World Cup activity builds on strong recent campaign performance, including the Ashes series, which delivered more than 60 million impressions across October to December and over 20 million in reach during the series.
Brand metrics for Aussie Beef are now at historical highs for the 12 months leading into Q1 2026, with 41 per cent of consumers agreeing beef is worth paying more for and 44 per cent identifying it as “the greatest meat”.
Consumer consideration has also reached 83 per cent, the highest annual result in the past five years.
Mr Low said these results demonstrate the direct benefit of the campaign for Australian beef producers.
“Strong brand performance and increased consideration ultimately support greater demand for Australian beef, which is critical for delivering long-term value back to producers,” Mr Low said.
“As we continue to build the campaign, we are focused on reinforcing why Aussie Beef stands apart, ensuring it remains the protein of choice in moments that matter most.”
Launching alongside this momentum is the latest creative instalment, The Intern, which continues the established platform introduced in earlier films Kitchen and Ship.
Set in a high-pressure business dinner, the film follows an unlikely intern faced with a defining choice between playing it safe or choosing Aussie Beef.
The decision to select a perfectly cooked bone-in ribeye sees the intern risk upstaging a formidable boss, reinforcing the powerful idea that when the stakes are high, people choose beef.
Mr Low said the creative platform continues to resonate by illustrating the strength of consumer demand.
“These stories bring to life the lengths people will go for Aussie Beef and reinforce its position as the superior protein choice,” Mr Low said.
To view the new ‘The Greatest’ ad visit:
To view the original ‘The Greatest’ ads visit:
