Campaign Review: The verdict on MLA Beef, Aldi, SCA and Tourism New Zealand
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Fran Clayton, chief strategy officer at DDB Sydney and Nicole Hetherington, creative director at With Collective.
Brand: Meat & Livestock Australia (MLA)
Agency: The Monkeys
The verdict: A rare piece of advertising which has it all
MLA Beef launched its new beef campaign last month, promoting it as the greatest meat on earth. The campaign aims to position beef as the category leader and spark a more emotional response from consumers. The ad features a jingle and starts with a man asking for “just a rump steak”.
Speaking to Mumbrella about the campaign, Andrew Howie, group marketing manager at MLA, said: “As Australians we use the word ‘just’ all the time as a way of playing things down, but it’s not ‘just’ beef, it is the greatest beef on earth.”
