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MLA & BMF Revitalise Beef With A New Brand

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Leading with a stronger health based message all year round, rather than a seasonally-focused campaign

MLA & BMF Revitalise Beef With A New Brand

The latest beef campaign from Meat & Livestock Australia (MLA), "You're better on Beef", sets out to modernise beef and remind Australians of its nutritional benefits.

“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.

A recent review of MLA’s consumer beef marketing program revealed the need for a stronger, revitalised health based message all year round, rather than at traditionally seasonally-focused campaign periods.

The launch TVC incorporates real audio from some of the Australia’s most famous sporting moments including Cathy Freeman’s gold medal at the Sydney Olympics, Ian Thorpe’s 200- meter freestyle world record in 2000 and other iconic sound bites.

Says Cam Blackley, BMF executive creative director: “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 adds: “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.”

From this weekend the 60sec launch commercial will screen on free to air and subscription channels with seasonal and tactical executions to follow and will be hugely supported by outdoor executions, radio, social media and in-store activities.

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Advertiser: Meat & Livestock Association

Media Agency

Media Agency: UM

Creative Agency

Art Buyer: Basir Salleh

Art Director: Ryan Fitzgerald

Copywriter: Jim Curtis

Creative Agency: BMF

Designer: Lincoln Grice

Executive Creative Director: Cam Blackley

Group Account Directors: Kura Tyerman

PR: One Green Bean

Head of Print Production: Jane Gower

Producer: Jenny Lee-Archer

Strategist: David Warren

Print Producer: Jane Gower

Sound Producer: Katrina Morelli

Post Production / VFX

Post Production Company: Method Studios

Production Company

Director: Kim Gehrig

DOP: Germain McMicking

Executive Producer: Michael Ritchie & Pip Smart

Producer: Pip Smart

Production Company: Revolver

Production Designer: Steve Jones-Evans


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

Sound Design: Tone Aston, Rumble

Sound Production: Katrina Morelli


Editor: Peter Sciberras, Method Studios

Genres: Comedy, Storytelling

Categories: Food, Meat & Fish

BMF, Mon, 02 Mar 2015 02:22:57 GMT