Australian Beef fuels Brisbane Broncos in new MLA campaign from The Monkeys

Australian Beef has launched a new campaign highlighting beef’s importance in a healthy and nutritious diet, created by The Monkeys, part of Accenture song, for Meat & Livestock Australia.

Taking cues from Australian Beef’s 2021 Olympics spot, “feed your greatness”, the new “Beef at your best” campaign is set inside the Brisbane Broncos high performance centre, using a mockumentary style interview with Brisbane Broncos ‘member’, General Assistant Lance, who tells the camera how beef’s nutritional benefits helps both himself and the team to perform at their best.



The behind the scenes scenarios are part of a full suite of content, including a TVC directed by Al Morrow from Rabbit. The TVC will be aired nationally on on Nine & Seven and the campaign will also be pushed out across YouTube, BVOD, Facebook & Instagram, and across retail OOH channels by UM.

The spot demonstrates Lance’s high performance, thanks to including beef in his diet. Behind the scenes, Lance does everything to support the Broncos team to be at their best, from setting up training drills and ensuring everyone on the team is having a tasty beef lunch, to lugging around heavy equipment in the gym and keeping all their equipment in top working order. He thanks the nutritional benefits of beef, including protein, iron and B12 to ensure his ensure his muscle strength, physical energy and mind are all functioning optimally.

Nathan Low, general manager of marketing and insights at MLA, said: “Beef provides us with so many of the necessary vitamins and minerals essential to keep our bodies healthy in one simple package, and we wanted this campaign to show how Lance and his friends at the Broncos really are better on Beef and the role nutrition plays in performing at your best regardless of whether you’re an elite athlete or just helping out behind the scenes”.

Creative director at The Monkeys, Scott Dettrick, said: “Nutrition and performance go hand in hand, but we can’t all be professional athletes. We can however all benefit from what Beef has to offer. In this campaign, we show through the Broncos extended team that Beef can help anyone achieve their greatness, whatever that may be.”


Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
Senior Brand Manager: Tim Lau
Assistant Brand Manager: Krystina Batt

Creative Agency: The Monkeys, part of Accenture Song
Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative team: Emmalie Narathipakorn and Seamus McAlary
Head of Production: Penny Brown
Senior Producer: Kaija Wall and Elliot Liebermann
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Senior Business Director: Lucy Baynes
Senior Business Manager: Mitchell Bevan

Production Company: Rabbit
Director: Al Morrow
Executive Producers: Alex Hay & Lucas Jenner
Associate Executive Producer: Marcus Butler
Producer: Morgan Hind
DOP: Peter Eastgate
2nd Unit DOP: Jason Hargreaves
Production Designer: Jon Dowding
Casting: Danny Long

Edit House: ARC
Editor: Drew Thompson ASE
Executive Producer: Daniel Fry
Colourist: Ben Eagleton

Music & Sound: Song Zu
Sound Design: Simon Kane
Producer: Katrina Aquilia

Media agency: UM
Client Director: Laura Ellis
Trading Director: Joshua Greive
Senior Planning Manager: Michelle Andrews
Strategist: Maddison Thompson
Planning Manager: Dominica Gray
Partnerships Trader: Joshua Coles

PR Agency – One Green Bean


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