‘‘Australian Beef is the greatest meat on earth’’ is the message to consumers from Meat & Livestock Australia’s new domestic beef marketing platform, launched last week.
The new platform evolves from the previous ‘‘You’re Better on Beef’’ campaigns and inspires consumers to reconnect with beef by incorporating messages spanning versatility, nutrition, provenance, welfare, sustainability and eating quality.
The first integrated campaign under the new platform is an online content piece and TV commercials that use an original song, The greatest song on earth, to remind Australians of the greatness of beef.
Developed by agency The Monkeys, the commercial starts off in a local butcher shop and cuts to famous landmarks across Australia and around the world to show how a customer’s request for just a rump steak fails to do justice to the greatness of beef.
The online piece includes appearances from Aussies who embody greatness: legendary cricket commentator Bill Lawry, award-winning actor Kate Ritchie, and Olympic gold medallist Leisel Jones.
Three 30-second edits will also deliver supporting messages on why Australian beef is the greatest meat on earth, reinforcing this proposition to consumers on several levels.
They will cover beef’s nutrition credentials, its versatility and range of cuts, as well as the superior provenance of Australian beef.