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