Meat and Livestock Australia (MLA) has launched a new brand platform for Beef via The Monkeys Sydney, that repositions Australian Beef as 'The Greatest Meat On Earth’. The new platform evolves from the previous 'You're Better on Beef' platform by tapping into the latent emotional connection Australians have with Beef, in order to ignite passion for the product, inspire meal ideas and increase consumer consideration. The first integrated campaign for the platform will deliver this message in a new online content piece and TV commercials that use an original song, "The greatest song on earth", to remind Australians of the greatness of Beef.
Media: TV
Category: Food
Client: MLA
Agency: The Monkeys
Production: FINCH
Country: Australia
Director: Benji Weinstein
Chief Creative Officer: Scott Nowell
Creative/CD: Grant Rutherford
Creative team: Hugh Gurney
Creative team: Chelsea Parks
Producer: Penny Brown
Producer: catherine anderson
Producer: Katrina Aquilia
Executive Producer: Corey Esse
DoP: Andy Commis