In March this year, BMF made beef part of Australians’ competitive edge – in everyday life. You’re Better on Beef was a clever a reason for beef to stay on Australia’s dinner tables.

Now the idea has extended into a content campaign by One Green Bean with a more precise target audience – young women.

The social campaign for Meat & Livestock Australia (MLA) sneaks beef in sideways into an emotive film about conquering fear and achieving your goals.

The film features professional athlete, Australian field hockey star, Anna Flanagan. That she overcame iron deficiency by making positive changes to her diet is noted. But what keeps her audience watching is the story of Anna conquering her fear of acknowledging her gratitude to her former coach – her dad.

Anna is afraid to open up and tell her dad how much he means to her. So One Green Bean creates an Anna Flanagan doppelganger, who does so.

Andrew Howie, group marketing manager at Meat & Livestock Australia commented, “One in three Australian women aren’t getting enough iron in their diet. We set out to remind that beef, packed full of 13 essential nutrients, is one of the best sources of iron. As an athlete at the top of her game, Anna is perfect to help ensure this important message reaches all Australian females.”

The film is being housed on Facebook and hosted on YouTube.

Credits:

Creative, production, PR: One Green Bean

Director: Matthew Thorne

Media agency: UM

Prosthetics: Odd Studio