MLA taps into Olympic sentiment with ‘Feed Your Greatness’ beef campaign

Meat and Livestock Australia’s Australian Beef winter campaign taps into the sentiment of an Olympic year with Aussie world champion javelin thrower, Kelsey-Lee Barber.

The ‘Feed Your Greatness’ campaign, created by The Monkeys, shows the brother-sister duo situated at the family dinner table, fighting over the last piece of beef. The TVC was directed by Trevor Clarence.

The campaign shows how protein-packed beef makes healthy meals for athletes and everyday Aussies alike, and highlights Australian Beef’s sponsorship of the Australian Olympic and Paralympic Teams ahead of the Tokyo Games.

MLA domestic market manager, Graeme Yardy, said the MLA’s partnership with the Australian Olympic and Paralympic Teams helped the campaign use national pride.

“We know Australians take great pride in putting Aussie beef on their tables. Our partnership with the Olympic and Paralympic Teams allows us to put the nutritional benefits of beef on centre stage, and gives Aussies the confidence to feel good about eating this delicious meat.

“With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world.”

The ‘Feed Your Greatness’ campaign launched overnight across free-to-air and subscription television, and will roll out across digital, social and retail out-of-home channels by media agency UM.

The ad will also run on Channel Seven free to air, Broadcast Video On Demand and Twitter during the Olympic and Paralympic Games, and One Green Bean will be driving coverage for the campaign across earned media and owned social.

The Monkeys creative director, Scott Dettrick, said: “We wanted to show in a fun way that the nutritional benefits of Australian Beef can help you be your best every day and it’s not just athletes that can benefit from that.”

Olympic javelin thrower, Kelsey-Lee Barber, added: “I think everyone wants to feel fit, active and at their best each day whether they’re competing on the world stage or not – and Aussie Beef is such an easy and tasty way to get essential nutrients in your diet.”

The campaign also features a content series starring several athlete ambassadors.


Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith
Assistant Brand Manager: Krystina Batt

Creative Agency – The Monkeys, part of Accenture Interactive
Chief Creative Officer – Scott Nowell
Executive Creative Director – Vince Lagana
Creative Director – Scott Dettrick
Senior Copywriter – Harry Boothman
Senior Art Director – Brett Edwards
Managing Director – Matt Michael
Business Lead – Topher Jones
Senior Business Director – Anna Willis
Senior Business Manager – Mitch Bevan
Business Manager – Tasha Strachan
Head of Production/Senior Producer – Penny Brown
Integrated Lead – Tanith Williamson
Senior Print Producer – Matt Tilbury

Song Zu
EP/MD: Kat Aquilla
Music Composition: Haydn Walker
Sound Design: Simon Kane

Production Company: Revolver
Director: Trevor Clarence
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Jon Dowding
Post Production: Vandal
Grade: Olivier Fontenay
Editorial: The Editors
Editor: Stuart Morley

Media agency – UM
Hayley Pyper – Senior Client Director
Shannen Clout – Senior Partnerships Manager
Josh Coles – Partnerships Trader
Marni Crutchley – Integrated Planning Director
Cameron Roberts – Connections Strategist Director
Maddison Thompson – Connections Strategist

PR Agency – One Green Bean


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