Meat & Livestock Australia (MLA) has appointed BMF and The Monkeys to its roster of creative agencies after reviewing its current arrangements, with Host losing out in the tender process.
Sam Kekovic is the “lambassador” for Australia Day for MLA
BMF have retained their position with the account, having held it for more than a decade after picking it up from the Campaign Palace in 1999, while The Monkeys are a new addition.
One Green Bean has picked up PR duties for the organisation, charged with promoting the sales of Australian meat in Australia and globally.
MLA’s regional manager Australia Lachlan Bowtell said: “The decision validates a strong partnership with BMF, evidenced not only by iconic campaigns from the past 14 years, but also a fresh new team and thinking during the review process.
“It also gives credit to the quality strategic and creative thinking that The Monkeys brought to the table across our suite of brands.”
Host had previously been on the roster, looking after the nutrition-focussed red meat component of the account.
All new agreements are effective July 1.
BMF has been responsible for the flagship lamb and beef elements of the account for more than 15 years, with the Australia Day lamb campaign one of the most prestigious elements of it. However, it is unclear which agencies will be responsible for which elements.
CEO Dominic Stinton said: “This is a fantastic result for BMF. We didn’t go into this process to retain the business, we went in to win and take it to a new level. The creative bar has always been set very high by MLA, and we’re delighted they responded so well to our fresh thinking and team. We very much look forward to being part of the MLA’s ongoing success.”
In recent years they have employed Sam Kekovic to be the spokesman for the brand, with Kekovic urging parents to pass on the lamb love in this year’s campaign, and suffering from Lambnesia the year before.