A new June campaign from Meat & Livestock Australia (MLA) to promote Australian Beef called ‘Beef At Your Best’ is set inside the high performance centre of partner team and NRL / NRLW side Brisbane Broncos and the work seeks to showcase how eating the right nutrition is vital to perform at your best both on and off the field.
The campaign, developed in harness with agency The Monkeys (part of Accenture Song), highlights beef’s important role in a healthy and nutritious diet.
The initiative included a full suite of content pieces led by a hero TVC consisting of a set of humorous behind-the-scenes scenarios in a professional sports environment. This mockumentary style, interview led ad features a respected ‘member’ of the Brisbane Broncos team called ‘General Assistant Lance’ showcasing how beef’s nutritional benefits help him and the team perform at their peak.
The TV ad, which was helmed by Director Al Morrow through Rabbit, highlights how productive people are able to be with beef as part of their diet and how it helps kick things up a gear in terms of high performance. This is demonstrated by ‘Lance’ who dynamically multi-tasks to help the Broncos by setting up training drills, moving and maintaining exercise equipment and, of course, making sure all players have beef for lunch.
Key benefits mentioned in the campaign include the fact that beef is ‘packed with’ protein, iron and B12 which help build muscle strength, boost physical energy levels and stimulate the mind and the ads includes the copy line ‘Awesome never takes a day off so the right nutrition is essential’.
‘Beef at Your Best’, which dropped on 20 June free to air TV nationally on Nine & Seven this will also be pushed out across YouTube, BVOD, Facebook & Instagram, with additional social retail and OOH support seeking to channel viewers online to www.australianbeef.com.au/beefatyourbest.
“Beef provides us with so many of the necessary vitamins and minerals essential to keep our bodies healthy in one simple package, and we wanted this campaign to show how Lance and his friends at the Broncos really are better on Beef and the role nutrition plays in performing at your best regardless of whether you’re an elite athlete or just helping out behind the scenes,” explained MLA General Manager Of Marketing and Insights Nathan Low.
The Monkey’s Creative Director Scott Dettrick added: “Nutrition and performance go hand in hand, but we can’t all be professional athletes. We can however all benefit from what Beef has to offer. In this campaign, we show through the Broncos extended team that Beef can help anyone achieve their greatness, whatever that may be.”
The client team at Meat & Livestock Australia included General Manager of Marketing and Insights Nathan Low, Domestic Market Manager Graeme Yardy, Campaign Consultant David Rebetzke, Senior Brand Manager Tim Lau and Assistant Brand Manager Krystina Batt briefed at team at creative agency The Monkeys on the project which was led by Group CEO and Co-Founder: Mark Green, Managing Director Matt Michael, Group Chief Creative Officer and Co-Founder Scott Nowell, Chief Creative Officer Tara Ford, Creative Director Scott Dettrick, Creatives Emmalie Narathipakorn and Seamus McAlary, Head of Production Penny Brown, Senior Producers Kaija Wall and Elliot Liebermann, Business Strategy Director Kit Lansdell, Head of Business Management Topher Jones, Senior Business Director Lucy Baynes and Senior Business Manager Mitchell Bevan.
The production company was Rabbit with Director Al Morrow, Executive Producers Alex Hay and Lucas Jenner, Associate Executive Producer Marcus Butler, Producer Morgan Hind, DOP Peter Eastgate, 2nd Unit DOP Jason Hargreaves, Production Designer Jon Dowding and Casting Head Danny Long.
The edit house was ARC with Editor Drew Thompson ASE, Executive Producer Daniel Fry and Colourist Ben Eagleton, while music and sound was handled by MassiveMusic with Sound Designer Simon Kane and Producer Katrina Aquilia.
The media agency was UM where the team included Client Director Laura Ellis, Trading Director Joshua Greive, Senior Planning Manager Michelle Andrews, Strategist Maddison Thompson, Planning Manager Dominica Gray and Partnerships Trader: Joshua Coles, while the PR agency was One Green Bean.
Comment
This is the first major partnership activation since the March 2022 announcement that Australian Beef had become an official partner of the Brisbane Broncos in a tie-up which aimed to ‘highlight the essential role Australian red meat plays in high-performing athletes’ diets on the national stage’
The Broncos are the number one football club in terms of viewer numbers in Australia and thus offer reach through brand integrations and content opportunities based on demonstrating beef’s role in an elite athlete’s diet.
The deal spans the 2022 and 2023 seasons and sees Australian Beef become a Platinum Partner of the Brisbane Broncos NRL and NRLW teams.
This alliance with a high-profile sports property was designed to help the Australian Beef brand amplify its key health messages.
Leave a comment
You must be logged in to post a comment.