MLA uses iconic sporting commentary with everyday tasks as it looks to reposition beef
Meat and Livestock Australia is looking to position beef as the fuel for active people with a new ‘You’re better on beef’ campaign juxtaposing sport commentary from iconic moments with everyday activities like trying to get the lid off a jar in a new campaign from BMF.
The new campaign sees the MLA change its consumer messaging around the meat from seasonal campaigns to year-round health based pushes after conducting consumer research.
http://youtu.be/eIL75qO_8RA
“We want to remind busy working families about the benefits of eating beef. These families make up one third of Australian households and spend more than $2 billion on beef each year and we know they have a strong emotional desire to feed their families healthy, satisfying meals,” MLA Marketing Manager Andrew Howie said.
The commentary used in the clip includes Cathy Freeman’s gold medal at the Sydney Olympics and Ian Thorpe’s 200-meter freestyle world record in 2000.
Cam Blackley, BMF executive creative director said: “The chance to reframe an Aussie icon like Beef as the ultimate life fuel is one of our proudest moments. We are looking forward to developing this brand idea over the coming years.”
Howie added: “Communicating the benefits of a healthy balanced lifestyle to families shouldn’t be boring. Modern life is busy, packed full of challenges. We wanted to show families that the benefits of beef make it easier to overcome those challenges you face every day.”
The 60 second launch commercial will screen on free to air and subscription channels with seasonal and tactical executions to follow and will be supported by outdoor executions, radio, social media and in-store activities.
Credit list:
MLA
Michael Edmonds: General Manager, Central Marketing & Industry Insights
Andrew Howie: Marketing Manager – Consumer Programs
Natalie Johnson: Senior Brand Manager – Beef
Anna Swan: Assistant Brand Manager – Beef & Lamb
Tertia Dippenaar: Marketing Insights Manager – Global
BMF
Executive Creative Director: Cam Blackley
Creative Director: Justin Ruben
Art Director: Ryan Fitzgerald
Copywriter: Jim Curtis
Strategic Planner: David Warren
Designer: Lincoln Grice
Group Account Director: Kura Tyerman
Account Director: Pat Rowley
Account Manager: Rose Flowers
Agency Producer: Jenny Lee-Archer
Sound Producer: Katrina Morelli
Art Buyer: Basir Salleh
Print Producer: Jane Gower
Project Manager: Lisa Houatchanthara
Director: Kim Gehrig
Production Company: Revolver
Executive Producers: Michael Ritchie & Pip Smart
Producer: Pip Smart
Production Design: Steve Jones-Evans
Post Production: Method Studios
Editor: Peter Sciberras, Method Studios
Music: Original track JOY by Apollo 13 through Level Two Music
Sound Design: Tone Aston, Rumble
Sound Production: Katrina Morelli
DoP: Germain McMicking
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One Green Bean
Work is getting better and better from those peeps down at BMF
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