MLA: The Greatest Meat on Earth

Meat and Livestock Australia (MLA) has launched a new brand platform for Beef via The Monkeys Sydney, that repositions Australian Beef as 'The Greatest Meat On Earth'. The new platform evolves from the previous 'You're Better on Beef' platform by tapping into the latent emotional connection Australians have with Beef, in order to ignite passion for the product, inspire meal ideas and increase consumer consideration.

The first integrated campaign for the platform will deliver this message in a new online content piece and TV commercials that use an original song, "The greatest song on earth", to remind Australians of the greatness of Beef.