Australians have athletic champions on their minds and in their hearts right now. What an ideal time for One Green Bean to build a story for MLA’s You’re Better on Beef around unsung champions. Especially those who have conquered more challenges then most to be better.

Its film, The Fuel for Everyday Champions, is the story of Clare Nott, an Australian wheelchair basketball player who lost the use of her legs in a car accident when she was two and a half years old.

Her determination to be the best she can be won her a place on the Australian national squad within a year of trying out.

Clare Nott could not be a more perfect advocate for beef as champion fuel.

Andrew Howie, group marketing manager at MLA noted, “Champions are everywhere. We felt it was more interesting to tell the story of everyday champions that might otherwise have gone unnoticed. Beef, packed full of 13 essential nutrients like protein, iron and zinc is just the fuel you need to take on every day like a champion.”

In addition to the online film, MLA partnered with social media influencers Jacqueline Alwill (Brown Paper Nutrition) and Mel Watts (The Modern Mumma), providing recipes, tips and nutritional information that show women how easy – and advantageous – it is for women to integrate beef into their everyday lives.

The content is part of full MLA’s full You’re Better on Beef winter campaign made up of TV, outdoor, radio, online, social and influencer content – as well as targeted point of sale in butchers and retailers across the country.

Credits:

Creative Agency: One Green Bean


PR Agency: One Green Bean

Creative director: Pia Chaudhuri

Managing partner, client services: Louise Pogmore

Head of production: Alistair Ferrier

Agency producer: Leila Maktari

Production company: Versus

Media director: Jason Sukadana

Producer: Tanya Babic

DoP: Brad Jarrett

Music and sound design: Mitchell Allen / OneTwo Studios

Media: UM

Client: MLA

Chief marketing officer: Lisa Sharp

Group marketing manager: Andrew Howie

Brand manager (beef): Jacob Baldock

Assistant brand manager (beef): Anna Echo