Australian Beef creates sequel to ‘The Greatest Meat on Earth’ musical campaign

Meat and Livestock Australia has promoted its beef by launching a sequel to ‘The Greatest Meat on Earth’.

Set in a butcher’s shop, MLA’s summer beef campaign features Brian the butcher singing to a customer after she asks where the beef is from.

The song, which is inspired by Gilber and Sullivan’s Pirates of Penzance, features Brian taking his customer on a beef journey from the farmers to an Australian BBQ.

Created by Meat and Livestock’s long-standing creative agency of record The Monkeys, the ad precedes the original ‘Greatest Meat on Earth’ campaign which featured Bill Lawry, Kate Ritchie and Leisel Jones.

The initial ad featured a man asking the butcher for “just a rump steak” before he was told by the irritated butchers they don’t sell “just” beef.

Graeme Yardy, domestic marketing manager at MLA, said the brand wanted to continue the story to highlight Australian Beef in a humourous way.

“Consumers are increasingly interested in where their food comes from, and so we set out to remind Australians that by choosing Australian Beef they are enjoying the freshest, highest quality and best tasting meat from the greatest country on earth.

“The truth is, the greatest meat on earth comes from our own backyard and that is something that every Australian should be proud of.”

Scott Dettrick, creative director at The Monkeys, added: “In our latest instalment for MLA our butcher is back and is as enthusiastic as ever to sing us a proud tale of the superior provenance of Australian beef.”

With media agency UM, the sequel musical campaign will appear across TV, print, digital, radio and social.

The ad was released two weeks after the brand launched its annual summer lamb campaign, this time suggesting Australia would be a much better country if it united with New Zealand.


  • Client: Meat & Livestock Australia
    Brand: Beef
    Chief Marketing & Communications Officer: Lisa Sharp
    Domestic Market Manager: Graeme Yardy
    Senior Brand Manager: Samantha Warfield Smith
    Brand Manager: Jasmin Koch
  • Creative Agency: The Monkeys
    Co-founder & Group Chief Creative Officer: Scott Nowell
    Managing Director: Matthew Michael
    Head of Planning: Michael Hogg
    Executive Creative Director: Vince Lagana
    Creative Director: Scott Dettrick
    Creatives: Grant Rutherford, Hugh Gurney & Joe Sibley
    Senior Producer: Christina Wilmot
    Producer: Sally Lankshear
    Content Director: Ola Moszumanska
    Senior Content Manager: Bec Barnier
    Production Company: The Sweetshop
    Director: Nick Kelly
    Executive Producer: Loren Bradley
    Producer: Nikolas Aulich
    DOP: John Toon
    Editor: Bernard Garry
    Grade: Andrew Clarkson
  • Post Production: The Editors
  • Music: SongZu
  • Media agency: UM
    Senior Client Director: Tim Rogers
    Connection Strategist: Charlotte Berry
    Connections Design Director: Jonny Day
    Senior Partnerships Manager: Jenny Lam
    Partnerships Manager: Anna Cox
    Partnerships Trader: Yasmin Sherif
  • PR agency: One Green Bean
  • Social agency: One Green Bean

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