Marketing spotlight

22 May 2015

This week has seen recognition by the advertising industry of this year’s Australia Day lamb and ‘You’re Better on Beef’ TV advertisements as well as the launch of the latest phase of the ‘You’re Better on Beef’ campaign.

Lamb and beef ads in ‘TV ad of the year’ finals

MLA’s Australia Day lamb TV ad and ‘You’re Better on Beef’ ad have both been announced as finalists in this year’s Mumbrella ‘TV ad of the year’ award.

This is the first time in the history of the awards that one industry or market sector has had two ads in the top six finalists.

The award winners will be announced on 4 June.

'Honey Badger' promoting beef for health

MLA has launched a new digital and marketing campaign for beef in Australia – the first for the brand under the recently launched ‘You’re Better on Beef’ banner.

In his first role as Beef Ambassador, rugby union player Nick ‘Honey Badger’ Cummins showcases the health benefits of beef and reminds Australians that they can be better at whatever they want – as long as they have the right fuel in the tank.

The brand’s first piece of digital content features the "Badge" revealing that he wants to improve his bush survival skills. Fuelling up on beef, he’s put through his paces by an expert survivalist.

“As an athlete, nourishing the rig is crucial and beef is the answer. The word is it contains 13 critical nutrients – and besides protein, it has iron, which fuels the tank when I’m on the burst, and zinc, which helps me talk some sense after a big game," Nick said.

Andrew Howie, MLA's Marketing Manager Consumer Programs said the ‘You’re Better on Beef’ platform is designed to inspire the nation to power up and be proud of their meal choices. 

“You are what you eat, and beef contains nutrients that support both physical and mental wellbeing to help you perform at your peak," he said.

"Australia has the best-tasting beef in the world and we’re delighted that Nick’s on board – as a high-performing, health-conscious Aussie who loves his beef, he’s the perfect advocate for beef.”

Targeted at time-poor families with nutrition high on their agenda, the campaign is backed with a strong nutritional message that emphasises the health credentials of lean beef.

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