MLA launches new beef campaign through BMF with strength the underlying theme

Beef picks a fight

MLA’s new campaign: beef picks a fight

Meat and Livestock Australia has created a four-part campaign to drive beef sales, positioning it as the food that lets you take on the day in another edgy effort for the marketer.

Under the guidance of executive creative director Cam Blackley, MLA has kicked off the series with a 90-second online film supported by three, 30-second TV commercials.

The agency has personified ‘the day’ as  the greatest rival people face, moving beef on from last year’s effort of Life’s a Sport, and maintaining the umbrella tagline of Life’s Better With Beef.

“It’s an undeniable truth that some days you feel like you’re winning and others you feel like you’re losing, but with beef in your corner you’ll always bounce back for another round,” Blackley said.

MLA group marketing manager, Andrew Howie, said the key to the campaign was continuing to push the boundaries of what the public’s perception of beef was.

“We look forward to seeing the value brave work like this delivers back to farmers,” Howie said.

Along with the lead ad, dubbed The Opponent, the other ads run under the banner of The Contender, The Rival and The Challenger.

Chief Marketing Officer: Lisa Sharp
Group Marketing Manager: Andrew Howie
Brand Managers – Beef: Magali Nonnenmacher and Jacob Baldock
Assistant Brand Manager – Beef: Anna Swan
Marketing Insights Manager – Global: Tertia Dippenaar
Executive Creative Director: Cam Blackley
Associate Creative Director: Tim Bishop
Art Director: Ben Pearce
Copywriter: Jonty Bell
Designer: Lincoln Grice
Group Planning Director: David Warren
Head of Client and Business Innovation: Kura Tyerman
Account Director: Will Woods
Account Manager: Melanie Pisani
Senior Content Producer: Emma Friend
Director: Matt Devine
Managing Director and Executive Producer: Michael Ritchie
Executive Producer and Producer: Pip Smart
Production Company: Revolver
Post Production: Heckler
VFX Supervisor: Jamie Watson @ Heckler
Editor: Dan Lee @ The Butchery
Music: Johnny Green and Ross Symington @ Rumble
Sound Production: Tone @ Rumble
DoP: Shelley Farthing Dawe
One Green Bean

Simon Canning


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