Kelsey Lee-Barber versus little brother in latest Australian Beef campaign via The Monkeys


Today Australian Beef launches a new winter campaign via The Monkeys part of Accenture Interactive, with reigning world champion Javelin thrower, Kelsey Lee-Barber, by highlighting that beef is packed with protein and makes the greatest healthy meals, not only for athletes, but for everyday Aussies too.


The new TVC, directed by Trevor Clarence, imagines Olympian, Kelsey Lee-Barber and her younger brother Greg in an epic battle for the last piece of beef at the family dinner table. Is it a lifetime of training, years of hard work and sacrifice, all leading up to a medal shot at the Olympic Games? Or is it finally smashing your personal best at the local games arcade? In the ad we see that whatever your personal greatness, you can help feed it from the natural source of iron, protein and nutrients packed into delicious Aussie beef.

The integrated campaign highlights Australian Beef’s sponsorship of the Australian Olympic and Paralympic Teams ahead of the Tokyo Games.

Says Graeme Yardy, domestic market manager at MLA: “We know Australians take great pride in putting Aussie beef on their tables. Our partnership with the Olympic & Paralympic Teams allows us to put the nutritional benefits of beef on centre stage, and gives Aussies the confidence to feel good about eating this delicious meat. With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world.”

Says Lee-Barber: “I think everyone wants to feel fit, active and at their best each day whether they’re competing on the world stage or not – and Aussie beef is such an easy and tasty way to get essential nutrients in your diet.”

Says Scott Dettrick, creative director, The Monkeys: “We wanted to show in a fun way that the nutritional benefits of Australian Beef can help you be your best every day and it’s not just athletes that can benefit from that.”

The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with the ad running on Channel 7 free to air, BVOD & Twitter for the Olympic and Paralympic Games. One Green Bean will be driving coverage for the campaign across earned media and owned social.

Client – Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith
Assistant Brand Manager: Krystina Batt

Creative Agency – The Monkeys, part of Accenture Interactive
Chief Creative Officer – Scott Nowell
Executive Creative Director – Vince Lagana
Creative Director – Scott Dettrick
Senior Copywriter – Harry Boothman
Senior Art Director – Brett Edwards
Managing Director – Matt Michael
Business Lead – Topher Jones
Senior Business Director – Anna Willis
Senior Business Manager – Mitch Bevan
Business Manager – Tasha Strachan
Head of Production/Senior Producer – Penny Brown
Integrated Lead – Tanith Williamson
Senior Print Producer – Matt Tilbury

EP/MD: Kat Aquilla
Music Composition: Haydn Walker
Sound Design: Simon Kane

Production Company: Revolver
Director: Trevor Clarence
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Jon Dowding

Post Production: Vandal
Grade: Olivier Fontenay

Editorial: The Editors
Editor: Stuart Morley

Media agency – UM
Hayley Pyper – Senior Client Director
Shannen Clout – Senior Partnerships Manager
Josh Coles – Partnerships Trader
Marni Crutchley – Integrated Planning Director
Cameron Roberts – Connections Strategist Director
Maddison Thompson – Connections Strategist

PR Agency – One Green Bean