CB Exclusive – “You’re better on Beef” is the new message behind MLA’s latest marketing campaign via BMF Sydney, built on reinforcing beef’s health credentials.
The spot was directed by Kim Gehrig via production company Revolver.
Says Andrew Howie, marketing manager, MLA: “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.”
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, executive creative director, BMF: “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.”
Says Howie: “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.
Executive Creative Director: Cam Blackley
Creative Director: Justin Ruben
Art Director: Ryan Fitzgerald
Copywriter: Jim Curtis
Strategic Planner: David Warren
Designer: Lincoln Grice
Group Account Director: Kura Tyerman
Account Director: Pat Rowley
Account Manager: Rose Flowers
Agency Producer: Jenny Lee-Archer
Sound Producer: Katrina Morelli
Art Buyer: Basir Salleh
Print Producer: Jane Gower
Project Manager: Lisa Houatchanthara
Director: Kim Gehrig
Production Company: Revolver
Executive Producers: Michael Ritchie & Pip Smart
Producer – Pip Smart
DoP: Germain McMicking
Production Design – Steve Jones-Evans
Post Production – Method Studios
Editor – Peter Sciberras, Method Studios
Music: Original track JOY by Apollo 13 through Level Two Music
Sound Design: Tone Aston, Rumble
Sound Production: Katrina Morelli
Michael Edmonds: General Manager, Central Marketing & Industry Insights
Andrew Howie: Marketing Manager – Consumer Programs
Natalie Johnson: Senior Brand Manager – Beef
Anna Swan: Assistant Brand Manager – Beef & Lamb
Tertia Dippenaar: Marketing Insights Manager – Global