Australian Beef hits a high note as ‘The Greatest Meat on Earth’ in new campaign via The Monkeys

Australian Beef has today launched the sequel to the popular ‘Australian Beef. The Greatest’ campaign to remind people that the greatest meat on Earth is 100% Australian.

Continuing the song format of the first chapter, the campaign titled ‘The Greatest Meat on Earth. In the World’ directed by Nick Kelly of The Sweet Shop, sets out to inspire ‘Australian-made’ pride and promote the quality of Australian beef.

Taking place in a familiar setting, a butcher’s shop, Brian the Butcher gets asked a common question about where the meat is from. Breaking out into song, inspired by Gilbert & Sullivan’s well known Pirates of Penzance, Brian’s response takes his customer on a journey from a family of farmers to a sausage sizzle, discovering not only where Australian beef comes from, but reflecting on the key moments where beef is part of our lives.

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Says Graeme Yardy, Domestic Marketing Manager at MLA: “Following the success of chapter one of Australian Beef The Greatest, we wanted to continue the story and highlight the provenance of Australian beef in a fun and humorous way. Consumers are increasingly interested in where their food comes from, and so we set out to remind Australians that by choosing Australian Beef they are enjoying the freshest, highest quality and best tasting meat from the greatest country on earth. The truth is, the greatest meat on earth comes from our own backyard and that is something that every Australian should be proud of.”

Adds The Monkeys creative director, Scott Dettrick: “In our latest instalment for MLA our butcher is back and is as enthusiastic as ever to sing us a proud tale of the superior provenance of Australian Beef.”

The integrated campaign will appear across TV, print, digital, social and radio from today, while PR will spread the message across earned media in the coming weeks. In addition, retail activity will be aligned during the campaign period.

Media agency UM will introduce and drive awareness of the content to Australians through a broadcast strategy across TV, radio and social. Starting regionally and extending to metro titles, a print and digital partnership with News Corp will extend the campaign to inspire people to cook and eat Australian Beef, with compelling stories of local legends and their paddock to plate experiences.

One Green Bean will amplify the campaign through earned media channels by sharing stories and recipes from Australia’s ‘best local finds’ as selected by popular celebrity chefs,

Adam Liaw (former Masterchef winner and celebrity chef), and Frank Camorra (head chef of MoVida in Melbourne)

Tapping into user generated content inspired by the campaign, One Green Bean will use social listening tools to celebrate local beef dishes and the unsung heroes behind them.

Creative Agency: The Monkeys

Co-founder & Group Chief Creative Officer: Scott Nowell

Managing Director: Matthew Michael

Head of Planning: Michael Hogg

Executive Creative Director: Vince Lagana

Creative Director: Scott Dettrick

Creatives: Grant Rutherford, Hugh Gurney & Joe Sibley

Senior Producer: Christina Wilmot

Producer: Sally Lankshear

Content Director: Ola Moszumanska

Senior Content Manager: Bec Barnier

Production Company: The Sweetshop

Director: Nick Kelly

Executive Producer: Loren Bradley

Producer: Nikolas Aulich

DOP: John Toon

Editor: Bernard Garry

Grade: Andrew Clarkson

Post Production: The Editors

Music: SongZu

Media agency: UM

Senior Client Director: Tim Rogers

Connection Strategist: Charlotte Berry

Connections Design Director: Jonny Day

Senior Partnerships Manager: Jenny Lam

Partnerships Manager: Anna Cox

Partnerships Trader: Yasmin Sherif

PR agency: One Green Bean

Social agency: One Green Bean

Client: Meat & Livestock Australia

Brand: Beef

Chief Marketing & Communications Officer: Lisa Sharp

Domestic Market Manager: Graeme Yardy

Senior Brand Manager: Samantha Warfield Smith

Brand Manager: Jasmin Koch