MLA launches new beef campaign through BMF with strength the underlying theme

April 1, 2016 10:22

MLA’s new campaign: beef picks a fight

Meat and Livestock Australia has created a four-part campaign to drive beef sales, positioning it as the food that lets you take on the day in another edgy effort for the marketer.

Under the guidance of executive creative director Cam Blackley, MLA has kicked off the series with a 90-second online film supported by three, 30-second TV commercials.

The agency has personified ‘the day’ as the greatest rival people face, moving beef on from last year’s effort of Life’s a Sport, and maintaining the umbrella tagline of Life’s Better With Beef.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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