The Greatest Meat on Earth. It’s beef, of course. And The Monkeys has made sure that Australia’s emotional connection to juicy steaks and impressive roast dinners comes back into focus.

The Greatest Meat on Earth has replaced You’re Better on Beef as the MLA’s new platform for beef.

Andrew Howie, group marketing manager at MLA, commented, “For most Aussies, beef holds an important place in their hearts. When was the last time someone raved about the chicken they had for dinner last night?”

The Monkeys has even created an original song, The Greatest Song on Earth to help its new integrated campaign to do its job effectively.

The full campaign includes a two-minute online content piece and a series of TV commercials. The online piece includes appearances from (other) Aussies who embody greatness, such as legendary cricket commentator, Bill Lawry; awarded actor and radio host, Kate Ritchie; and Olympic gold medallist, Liesel Jones.

Three 30-second edits will carry supporting messages as to why Australian beef is the greatest meat on earth – its nutrition credentials, versatility and range of cuts, as well as the superior provenance of Australian beef.

Creative connections agency, UM, will introduce the new song into the Australian vernacular across TV, online video and social. A number of activations with radio partner, Nova, will engage Australia’s younger audiences.

Underpinning all of this will be beef’s digital partnerships with Taste.com.au and GumGum, and PR activity through
One Green Bean.

Credits:

Client: MLA

Chief marketing officer: Lisa Sharp

Group marketing manager: Andrew Howie

Brand manager (beef): Magali Nonnenmacher

Assistant brand manager: Jasmin Koch

Agency: The Monkeys

Chief creative officer: Scott Nowell

Creative director: Grant Rutherford

Creative team: Grant Rutherford, Hugh Gurney & Chelsea Parks

Executive planning director: Fabio Buresti

Head of planning: Michael Hogg

Managing director: Matt Michael

Group content director: Humphrey Taylor

Content director: Samantha Heckendorf

Content manager: Bec Barnier

Senior producer: Penny Brown

Integrated producer: Tanith Williamson

Graphic designer: James Halliday

Senior digital producer: Kit Peebles

Digital producer: Krystyna Allen

Junior designer: Lauren Elliot

Production company: Finch

Director: Benji Weinstein

Executive producer: Corey Esse

Producer: Catherine Anderson

DOP: Andy Commis

Editor: Dave Whittaker @ The Editors

Colourist: Billy Wychel

VFX post-production: Finch VFX

Sound: Song Zu

Musical director: Ramesh Sathiah

Songwriter: Hugh Gurney

Arranger – Nathan Cavaleri

Sound designer – Abby Sie

Producer – Katrina Aquilia

Media: UM

PR: One Green Bean