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.
Credits:
- 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
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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topics
beef
Meat and Livestock Australia
The Greatest Beef on Earth
The Greatest Meat and Earth
The Monkeys
Didn’t they just do that already for Skittles?
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Poor cows.
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Who is the actor playing the butcher?
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Where is the butcher shop please?
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The customer seems very familiar, was she in a TV show recently?
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That’s a seriously awful ad. It seems to be celebrating bullying. It certainly wouldn’t inspire me to go to a butcher’s
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I love these beef adds! So clever and funny.
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