Meat & Livestock Australia and The Monkeys plate up latest Aussie Beef campaign
Meat & Livestock Australia has expanded on its ‘The Greatest’ platform with its latest brand campaign for Aussie Beef, via The Monkeys, part of Accenture Song.
The campaign features two films – one focusing on the captain of a ship, and the other on an executive chef – that sees the aforementioned figures facing “‘The Greatest’ choice” of succumbing to the irresistible appeal of Australian beef .
The platform supports a plethora of materials, including 30-second spots for TV, online versions of the spot covering 15, 45 and 60 seconds, as well as out-of-home (OOH).
Altogether, the platform was designed to create “a new brand world for Aussie Beef”, where its taste and look are the foundation to crucial decisions.
“It’s clear that Aussie Beef is in a league of its own when it comes to desirability for consumers,” said general manager, marketing and insights at Meat & Livestock Australia, Nathan Low.
“Aussies have a strong affinity for the sensorial experience of consuming Beef, knowing that nothing else quite delivers the same level of satisfaction – it’s a choice you can always feel great about, a sentiment heavily emphasised in this campaign.”
“We were tasked with demonstrating just how desirable Aussie Beef is to Aussies in a sophisticated fashion, without sacrificing entertainment,” explained Tara Ford, chief creative officer, The Monkeys.
“This campaign sets out to do just that. Both spots are gorgeously crafted moments of delicious stupidity, and we couldn’t be prouder of them.”
Campaign Credits:
Client – Meat & Livestock Australia
General Manager, Marketing and Insights: Nathan Low
Strategic Marketing Operations Manager: Jeffrey Ng
Brand Manager, Beef: Tim Lau
Assistant Brand Manager: Eden Lim
Brand Content Manager: Mary-Jane Morse
Creative Agency – The Monkeys, part of Accenture Song
The Monkeys Group CEO and Co-Founder & Global CEO, Droga5, part of Accenture Song:
Mark Green
Managing Director: Matt Michael
The Monkeys & Accenture Song APAC Chief Creative Officer: Tara Ford
Executive Creative Director: Barbara Humphries
Creative Directors: Hugh Gurney & Joe Sibley
Kitchen – Associate Creative Directors: Max Rapley & Danny Pattison
Ship – Copywriter: Jackson Best, Art Director: Caitie Hall
Nat Head of Production/Producer: Romanca Mundrea
Senior Producer: Elliot Liebermann
Senior Print Producer: Vanessa Fernandez
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Business Executive: Matthew Stafford
Production Company – The Sweetshop
Director: Damien Shatford
EP/Producer: Kate Roydhouse
Co MD’s: Edward Pontifex & Greg Fyson
Casting: Danny Long Casting
DoP: Sam Chiplin
Production Designer: Steven Jones Evans
Post Production: ARC
Editor: Luke Haigh
Colourist: Trish Cahill
Ship – VFX Supervisers: Jay Hawkins & Patrick Campbell
Lead Online Artist: Richard Lambert
Online Artist: Viv Baker & Patrick Campbell
Kitchen – Lead Online Artist: Eugene RIchards
Producer: Kani Saib
E.P: Daniel Fry
Audio Production & Music Supervision: Sonar Music
Head of Production: Haylee Poppi
Sound Designer: Andy Stewart
Kitchen Music Composer: Stephen Rae
Photographer: Bonnie Coumbe
Production Company: Photoplay
Food Stylist: Jerrie-Joy
Retoucher: Cream
Media Agency – UM
PR and Social Agency – One Green Bean
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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