Ad Nut
Apr 5, 2016

Beat bad days with beef says MLA

From Australia: ‘You’re better on beef’ for Meat & Livestock Australia by BMF

Beat bad days with beef says MLA

Sometimes it can feel like it’s you versus ‘the day’, so you better be prepared for what it throws at you. That’s the premise behind the new campaign BMF has launched for Meat & Livestock Australia (MLA).

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 to go again and. It emphasises the nutritional qualities of beef in a way that positions it as the perfect fuel for life.

In addition to the 90-second online film, the TV campaign features three 30-second executions and supported by cinema, outdoor executions, radio, social media, pre-roll and point-of-sale.

Cam Blackley, BMF executive creative director noted that the personifying ‘The Day’ as your greatest rival is a natural evolution from last year’s ‘Life’s A Sport’ campaign for beef.

“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,” he added.

MLA group marketing manager, Andrew Howie said the organisation is 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,” he added.

Now, as a woodland-bound connoisseur of nuts, Ad Nut can’t quite see what all the fuss is about with red meat. Though Ad Nut does have a few cousins who swear by bugs, but we shall not speak of them.

That said, Ad Nut has it on pretty good authority from human friends that beef is the stuff of kings and more, and that ending a bad day with a quality steak (medium to rare of course) is the only remedy they need.

Ad Nut can get behind that idea, it’s much like finding that one luscious nut at the peak of its edibility and before Spring prompts it to sprout.

Ad Nut also really enjoyed these ads showing determined women getting things done and on with their day despite what life throws their way—fuelled by beef of course.


Chief marketing officer: Lisa Sharp
Group marketing manager: Andrew Howie
Brand managers – beef: Magali Nonnenmacher and Jacob Baldock
Assistant brand manager – beef: Anna Swan
Marketing insights manager – blobal: Tertia Dippenaar

Executive creative director: Cam Blackley
Associate creative director: Tim Bishop
Art director: Ben Pearce
Copywriter: Jonty Bell
Designer: Lincoln Grice
Group planning director: David Warren
Head of client and business innovation: Kura Tyerman
Account director: Will Woods
Account manager: Melanie Pisani
Senior content producer: Emma Friend
Director: Matt Devine
Managing director and executive producer: Michael Ritchie
Executive producer and producer: Pip Smart
Production company: Revolver
Post production: Heckler
VFX Supervisor: Jamie Watson @ Heckler
Editor: Dan Lee @ The Butchery
Music: Johnny Green and Ross Symington @ Rumble
Sound production: Tone @ Rumble
DoP: Shelley Farthing Dawe

Media agency: UM

PR agency: One Green Bean


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