“You’re better on Beef” the message behind MLA’s latest marketing campaign via BMF


Screen Shot 2015-03-02 at 12.17.27 pm.jpgCB 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