New MLA ads show Australian women “You’re Better on Beef”

01 April 2016

Meat & Livestock Australia (MLA) has launched the latest round of its highly successful “You’re Better on Beef” campaign, promoting beef’s superior health credentials.

Launching across online, television and social mediums, the campaign brings to life the battles Australian women face every day and the role beef plays in helping overcome them.  The advertisements show that in life sometimes you win, sometimes you lose – but with beef, you win every time. 

The campaign aims to drive home beef’s key nutrition credentials of protein, iron, and zinc by demonstrating to women that you’re quite literally better on beef.

The new campaign builds on the initial phase of “You’re Better on Beef” which launched in March 2015. Targeting time-poor families, who value nutrition highly, the campaign used sporting cues to demonstrate that beef is the fuel to help you overcome everyday challenges.

A further phase of the campaign had a direct message for young Australian women who are not getting enough iron from their diet – with figures showing one in three women are not consuming enough iron.

Post-campaign survey results have shown:

  • as a result of seeing the campaign 54% of the target audience said they were "more likely to eat beef" versus the benchmark of 42%
  • an increase in claimed per week consumption of beef amongst the target audience (mums) to 1.75 serves, up 0.20
  • Mothers limiting red meat consumption due to health concerns had been reduced by 20% to only 23%

MLA’s Group Marketing Manager Andrew Howie said the results of the campaign had been strong and proved that the key messages had made a positive impact on the target audience.

Mr Howie said MLA has used feedback, learnings and data from the campaign so far in developing the next phase of the campaign for 2016.

“Our strategy for this year has evolved to focus our campaign towards women as our consumer insight is that women - as the main grocery buyer - are the gatekeeper of the family meals,” Mr Howie said.

“This next phase of the campaign has also evolved to demonstrate “why” you are better on beef.”

Mr Howie said the “You’re Better on Beef” campaign continues to represent a new approach to MLA’s consumer marketing, with a shift from tactical and seasonal campaigns to year-round relevant messages.

“This new approach is proving successful, with the “You’re Better on Beef” campaign results to date a perfect example,” Mr Howie said.

“We are committed to creating advertising that works, based on data and consumer insights that inform our ideas. This in turn generates campaign elements that consumers love to engage with.”

“MLA are continually looking at ways to improve our consumer marketing to ensure we deliver the best possible returns to levy paying producers and the wider red meat industry.” 

To listen to the radio ads, visit

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