Evolving from the previous ‘You’re Better on Beef’ campaigns, it inspires consumers to reconnect with beef by incorporating messages spanning versatility, nutrition, provenance, welfare, sustainability and eating quality.
The commercial starts in a local butcher’s shop and cuts to famous landmarks across Australia and around the world to show how a customer’s request for ‘just’ a rump steak fails to do justice to the greatness of beef.
The online piece includes appearances from famous Australians, including cricket commentator Bill Lawry, award-winning actor Kate Ritchie and Olympic gold medallist Leisel Jones.
‘Greatest beef in the world’
The 30-second ads cover beef’s nutrition credentials, its versatility and range of cuts, as well as the provenance of Australian beef.
MLA group marketing manager Andrew Howie said the new platform had been developed based on consumer insights, highlighting their drivers and barriers to consumption and the challenges they faced in meal selection and preparation.
“Australia produces the greatest beef in the world. When it comes to taste, tenderness, flavour and quality, nothing comes close,” he said. “For most Aussies, beef holds an important place in their hearts and the new platform is aimed at reconnecting them with Australian beef. When was the last time someone raved about the chicken they had for dinner last night?”
Australia needs ‘effective’ meat marketing
He said underpinning the new strategy was the need for the beef industry to find ways to continue generating value for consumers in the face of four key challenges – consumer willingness to pay a premium for beef, changing population mix, changing lifestyles and proliferation of media.
“Ultimately, our marketing needs to be effective and drive demand for beef – and, in turn, providing returns for our levy payers,” added Howie.
The new campaign will run across TV, online video and social. It will also include a radio partnership with national station Nova FM to further drive engagement and interest amongst Australia’s younger audiences.
Underpinning this will be a year-round approach consisting of digital partnerships with Taste.com.au and GumGum. Retail out-of-home will have a national presence, along with search activity, all aimed at keeping beef meal solutions top-of-mind for consumers.