‘Nothing else delivers the same level of satisfaction’: MLA drops new campaign for Australian beef
Meat & Livestock Australia (MLA) has launched a new campaign reminding Aussies why Australian beef is ‘The Greatest’.
Launched over the weekend and due to run until November, and then again in March 2025, the campaign shows beef “at its best”, invoking a slightly different type of greatness than recent ads.
It humorously shows how the irresistible taste and flavour of beef leads to some irreversible moments.
“After focusing on beef’s nutritional greatness and value for money for the past few years, the new campaign is shifting to remind consumers how much they desire beef by highlighting its superior flavour and eating satisfaction.
“This underpins beef’s position as a premium protein choice and is one of the main reasons why beef remains good value for money across the price spectrum,” said Nathan Low, general manager of marketing and insights at MLA.
MLA’s latest research found that 92% of Aussie households purchased beef in 2023, and Australians are the third largest consumers of beef per capita. According to Low, it’s pretty clear that “Australians love their beef”.
He continued: “Australians have a strong affinity for the sensory experience of consuming of beef, knowing that nothing else quite delivers the same level of satisfaction. It is a choice you can always feel great about, a sentiment heavily emphasised in this campaign.”
The campaign will appear across mass media channels including free-to-air and on-demand TV, OOH, online video, and social.
There will also be seasonal retail activations in stores and butcher shops to drive beef sales and keep up with demand.
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