The Monkeys’ operetta, Australian Beef. The Greatest, continues with a full-blown Gilbert & Sullivan second scene.
The Pirates of Penzance doesn’t have a song in which the story of Australian beef is told – the where (Australia, of course), the who (Australian farmer families and the how (even the great Australian sausage sizzle gets a mention), but its popularity and its fame are born in its sense of fun. This greatest meat on earth commercial is likely to be loved and talked about too.
The aim of the new campaign, directed again by Sweetshop’s Nick Kelly, is to inspire Australian-made pride and promote the quality of Australian beef. This rousing opera bouffe has more than it needs to do that.
Graeme Yardy, domestic marketing manager at MLA, explained, “Following the success of chapter one of Australian Beef. The Greatest, we wanted to continue the story and highlight the provenance of Australian beef in a fun and humorous way. Consumers are increasingly interested in where their food comes from, and so we set out to remind Australians that by choosing Australian Beef they are enjoying the freshest, highest quality and best tasting meat from the greatest country on earth. The truth is, the greatest meat on earth comes from our own backyard and that is something that every Australian should be proud of.”
The Monkeys creative director, Scott Dettrick, added, “In our latest instalment for MLA our butcher is back and is as enthusiastic as ever to sing us a proud tale of the superior provenance of Australian Beef.”
The campaign is running on TV, in print, digital, social and radio. PR (by One Green Bean) will spread the message across earned media in the coming weeks, sharing stories and recipes from Australia’s “best local finds”, such as former Masterchef winner and celebrity chef, Adam Liaw, and head chef of MoVida Melbourne, Frank Comorra. Retail activity will be added in during the campaign period. A print and digital partnership with News Corp will be used to inspire people to cook and eat Australian Beef with stories of local legends and their paddock to plate experiences.
Here is the ad, and the song, that fired up Australia’s love for beef:
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Creatives: Grant Rutherford, Hugh Gurney & Joe Sibley
Managing Director: Matthew Michael
Head of Planning: Michael Hogg
Senior Producer: Christina Wilmot
Producer: Sally Lankshear
Content Director: Ola Moszumanska
Senior Content Manager: Bec Barnier
Production Company: The Sweetshop
Director: Nick Kelly
Executive Producer: Loren Bradley
Producer: Nikolas Aulich
DOP: John Toon
Editor: Bernard Garry
Grade: Andrew Clarkson
Post Production: The Editors
Media agency: UM
PR & Social Agency: One Green Bean
Client: Meat & Livestock Australia (Beef)
Chief Marketing & Communications Officer: Lisa Sharp
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith
Brand Manager: Jasmin Koch