MLA uses iconic sporting commentary with everyday tasks as it looks to reposition beef

Meat and Livestock Australia is looking to position beef as the fuel for active people with a new ‘You’re better on beef’ campaign juxtaposing sport commentary from iconic moments with everyday activities like trying to get the lid off a jar in a new campaign from BMF.

The new campaign sees the MLA change its consumer messaging around the meat from seasonal campaigns to year-round health based pushes after conducting consumer research.

“We want to remind busy working families about the benefits of eating beef. These families make up one third of Australian households and spend more than $2 billion on beef each year and we know they have a strong emotional desire to feed their families healthy, satisfying meals,” MLA Marketing Manager Andrew Howie said.