Meat and Livestock Australia has created a four-part campaign via BMf, encouraging women to beat ‘The Day’ and eat more beef.
Under the brand platform, ‘You’re Better on Beef’, the campaign focuses on how three women take on ‘The Day’ with the energy that beef gives them. It has kicked off the series with a 90-second online film supported by three, 30-second TV commercials.
It emphasises the nutritional qualities of beef in a way that aims to position the meat as “perfect fuel for life”.
BMF executive creative director Cam Blackley says the campaign implies 'The Day' is the greatest rival people face, and is a natural evolution from last year’s ‘Life’s A Sport’ campaign for beef.
Blackley says: "It’s an undeniable truth that some days you feel like you’re winning and others you feel like you’re losing, but with beef in your corner you’ll always bounce back for another round. It’s a great piece of work for a client that consistently pushes for the best.”
MLA Group marketing manager Andrew Howie says: “We’re very proud of this work as it continues to challenge perceptions of beef and push into areas the protein category hasn’t been before. We look forward to seeing the value brave work like this delivers back to farmers.”
The TV campaign will be supported by cinema, outdoor executions, radio, social media, pre-roll and point-of-sale.
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