Women urged to eat more beef in new Meat & Livestock Australia content campaign
Meat & Livestock Australia are focusing on the health benefits for women when beef is included in their diet in their latest content-led campaign featuring professional athlete Anna Flanagan.
Created by One Green Bean, the campaign aims to address the problem of one in three women not getting enough iron in their diet by demonstrating how the right diet can give people the energy they need to conquer their fears.
The spot sees Flanagan, a member of the Australian field hockey team who overcame iron deficiency by making positive changes to her diet, open up about her greatest fear which is telling her father how much he means to her. It ends with the tagline “You’re better on beef”.
The campaign features a woman made up with prosthetics to look like Flanagan who then speaks to Flanagan’s father about why she’s not as open with him.
It follows on from MLA positioning beef as the fuel for active people, introducing the tagline ‘You’re better on beef’ in a campaign created by BMF in March. Earlier this year it also launched a content campaign for beef through One Green Bean starring ‘The Honey Badger’ Nick Cummins and a Boy Scout taking on challenges.
Andrew Howie, group marketing manager at Meat & Livestock Australia said in a statement: “One in three Australian women aren’t getting enough iron in their diet. We set out to remind that beef, packed full of 13 essential nutrients, is one of the best sources of iron. As an athlete at the top of her game, Anna is perfect to help ensure this important message reaches all Australian females.”
Credits
- Creative, production, PR – One Green Bean
- Director – Matthew Thorne
- Media agency – UM
- Prosthetics – Odd Studio
- Agency Producer – Leila Maktari
- Producer – Danielle Pearce
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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When are we as advertisers and rational humans going to stop ignoring the overwhelming evidence that eating meat (at the rate of consumption we currently do) is the worst possible thing we can do for our civilisation?
Would love to give you some love for this work, but frankly I wish the meat industry would just eat itself.
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As an industry, we talk so much about the power of storytelling, yet it’s mind-boggling to see how often we get it wrong. Consumers are so savvy and they are more capable than ever in pulling apart brands that aren’t telling authentic stories. The leap from this situation and it’s resolution to beef is so disconnected. This content misses the mark substantially.
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4 and a half minutes for what amounts to an ad for beef? Ain’t nobody got time fo dat. And I’m a woman!
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