MLA uses iconic sporting commentary with everyday tasks as it looks to reposition beef

Meat and Livestock Australia is looking to position beef as the fuel for active people with a new ‘You’re better on beef’ campaign juxtaposing sport commentary from iconic moments with everyday activities like trying to get the lid off a jar in a new campaign from BMF.

The new campaign sees the MLA change its consumer messaging around the meat from seasonal campaigns to year-round health based pushes after conducting consumer research.

“We want to remind busy working families about the benefits of eating beef. These families make up one third of Australian households and spend more than $2 billion on beef each year and we know they have a strong emotional desire to feed their families healthy, satisfying meals,” MLA Marketing Manager Andrew Howie said.

The commentary used in the clip includes Cathy Freeman’s gold medal at the Sydney Olympics and Ian Thorpe’s 200-meter freestyle world record in 2000.

Cam Blackley, BMF executive creative director said: “The chance to reframe an Aussie icon like Beef as the ultimate life fuel is one of our proudest moments. We are looking forward to developing this brand idea over the coming years.”

Howie added: “Communicating the benefits of a healthy balanced lifestyle to families shouldn’t be boring. Modern life is busy, packed full of challenges. We wanted to show families that the benefits of beef make it easier to overcome those challenges you face every day.”

The 60 second launch commercial will screen on free to air and subscription channels with seasonal and tactical executions to follow and will be supported by outdoor executions, radio, social media and in-store activities.

Credit list:


Michael Edmonds: General Manager, Central Marketing & Industry Insights

Andrew Howie: Marketing Manager – Consumer Programs

Natalie Johnson: Senior Brand Manager – Beef

Anna Swan: Assistant Brand Manager – Beef & Lamb

Tertia Dippenaar: Marketing Insights Manager – Global


Executive Creative Director: Cam Blackley

Creative Director: Justin Ruben

Art Director: Ryan Fitzgerald

Copywriter: Jim Curtis

Strategic Planner: David Warren

Designer: Lincoln Grice

Group Account Director: Kura Tyerman

Account Director: Pat Rowley

Account Manager: Rose Flowers

Agency Producer: Jenny Lee-Archer

Sound Producer: Katrina Morelli

Art Buyer: Basir Salleh

Print Producer: Jane Gower

Project Manager: Lisa Houatchanthara

Director: Kim Gehrig

Production Company: Revolver

Executive Producers: Michael Ritchie & Pip Smart

Producer: Pip Smart

Production Design: Steve Jones-Evans

Post Production: Method Studios

Editor: Peter Sciberras, Method Studios

Music: Original track JOY by Apollo 13 through Level Two Music

Sound Design: Tone Aston, Rumble

Sound Production: Katrina Morelli

DoP: Germain McMicking




One Green Bean


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