Meat & Livestock Australia encourages you to beat the day in latest beef campaign via BMF

Sometimes it can feel like it’s you versus ‘the day’, so you better be prepared for what it throws at you.

This is the idea behind the new beef 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 again and again. It emphasises the nutritional qualities of beef in a way that positions it as the perfect fuel for life.

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Says Cam Blackley, executive creative director, BMF: “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. It’s a great piece of work for a client that consistently pushes for the best.”

Says Andrew Howie, group marketing manager, MLA: “MLA has been excited by the possibilities the ‘You’re Better on Beef’ concept offers since BMF first presented it. Beef, packed full of protein, iron and zinc, is the fuel for everyday champions. We’re 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.”

In addition to the 90 second online film, from this weekend, the TV campaign (3 x 30 second executions) will air and will be hugely supported by cinema, outdoor executions, radio, social media, pre-roll and point-of-sale.

MLA