The Greatest Beef campaign is back – bigger, bolder, and beefier than ever
Australia’s most iconic beef campaign, The Greatest, is making its triumphant return from 13 October 2025, following a record-breaking year that reminded the nation why Aussie Beef reigns supreme.
The campaign’s hero assets – The Kitchen and The Ship commercials – have been recognised as the most persuasive beef advertisements of the past decade, as validated by independent Kantar tracking. These executions have delivered exceptionally on:
- strong brand recognition, with consumers instantly identifying the ads as distinctly Australian Beef
- clear messaging on product superiority, reinforcing beef as the preferred protein among Australians
- increased purchase intent, with viewers more likely to choose beef following exposure to the campaign.
This creative platform continues to resonate deeply with consumers, driving both emotional connection and commercial outcomes.
MLA’s General Manager for Marketing & Insights, Nathan Low said that by leveraging the proven effectiveness of existing assets, Meat & Livestock Australia (MLA) is able to optimise campaign investment.
“Saving on production costs in subsequent years enables a greater allocation of resources toward high-impact media partnerships to reach a broader audience and drive real demand,” Mr Low said.
The campaign will be amplified through strategic broadcast media partnerships with two of the world’s most watched sporting events:
The Ashes (Channel 7)
Aussie Beef will feature prominently throughout live telecasts during the Ashes Test matches between Australia and England in November and December 2025, expected to reach an audience of over 13.5 million Aussies during peak summer viewing occasions
FIFA World Cup (SBS)
Aussie Beef will also feature during SBS’s broadcast of the 2026 FIFA World Cup in June and July 2026. The advertisements will be aired in at least two Socceroos matches and the World Cup Final, reaching millions of highly engaged viewers across diverse audiences.
These partnerships position Aussie Beef in premium programming linked to iconic moments of national pride and celebration, reinforcing it as the superior protein choice.
“Aligning Australian Beef with the greatest sporting moments like The Ashes and the FIFA World Cup allows us to reach Australians when they’re most engaged, enjoying the sporting moments we love,” Mr Low said.
In addition to these marquee partnerships, the campaign will be visible across mainstream media platforms including:
- broadcast television
- online video and social media
- large-format outdoor advertising
Retail activations in supermarkets and butcher shops will further support the campaign, driving conversion along the path to purchase.
For further information or access to campaign assets, please visit: Australian Beef
To view the ads visit:
