Need to catch a bus? Carry the groceries? Get back to your car before a parking ticket does? Might be time to beef up.
Meat and Livestock Australia (MLA)'s latest campaign, by BMF, aims to remind Aussies just how nutritious beef can be, with its newest campaign.
A review of MLA's consumer beef marketing program revealed a need for a health message all year round rather than seasonally-focused campaigns.
Enter the You're better on Beef campaign, which incorporates real audio from some of Australia's most famous sporting moments, including Cathy Freeman's gold medal at the Sydney Olympics, overlayed on top of video of everyday people and everyday struggles. You know the ones: walking to the car after buying the groceries, getting to the bus stop on time, getting your kid to put his damn shirt on. We can't all be Olympians.
BMF executive creative director Cam Blackley said: “The chance to re frame an Aussie icon like beef as the ultimate life fuel is one of our proudest moments.
“We are looking forward to developing this brand idea over the coming years."
Beyond the initial 60sec launch, BMF said season and tactical executions will follow down the track and will be supported by outdoor, radio, social media and in-store activities.
MLA marketing manager Andrew Howie said: “Communicating the benefits of a healthy lifestyle to families shouldn’t be boring.
“We wanted to show families that the benefits of beef make it easier to overcome those challenges you face every day.”
