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.
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
PR: One Green Bean