Australian Beef Encourages Aussies to ‘Beef at Your Best’ in New Campaign Via The Monkeys – Campaign Brief

Australian Beef has launched a new campaign through The Monkeys, part of Accenture Song, highlighting the important role of beef in a healthy and nutritious diet. The campaign, titled Beef at Your Best, is set in the high-quality Brisbane Broncos center and demonstrates how eating the right foods is important for optimal performance on and off the pitch.

Created for Meat & Livestock Australia (MLA), the full set of content features a TVC with a sympathetic protagonist, in a series of humorous behind-the-scenes scenarios in a professional sports setting.

Directed by Rabbit’s Al Morrow, the TVC is a mockumentary-style interview with a highly respected ‘member’ of the Brisbane Broncos team, General Assistant Lance, in which he shows how Beef’s nutritional benefits benefit both himself and the team. to perform at their best.

The ad shows how productive you can be when beef is part of your diet, and how it allows you to gear up and ensure high performance. This is demonstrated throughout the content by Lance, who is a behind-the-scenes dynamo who goes above and beyond to support the Broncos team to be at their best; from setting up training drills and making sure everyone on the team has a tasty beef lunch, to lugging heavy equipment at the gym and keeping all their equipment in top condition. Lance’s infectious attitude is backed up by beef, which is packed with protein, iron and B12 to ensure his muscle, physical energy and mind are all on top of their game.

Nathan Low, general manager of marketing and insights at MLA, said: “Beef provides us with so many of the necessary vitamins and minerals that are 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 are really better on beef and the role diet plays in performing at your best whether you’re an elite athlete or just helping out behind the scenes.”

Scott Dettrick, creative director at The Monkeys said: “Nutrition and performance go hand in hand, but we can’t all be professional athletes. However, we can all benefit from what Beef has to offer. In this campaign, we show through the expanded Broncos team that Beef can help anyone achieve their greatness, whatever that may be.”

Watch the ad on free-to-air TV nationally on Nine & Seven. This will also be distributed via YouTube, BVOD, Facebook & Instagram, and via retail OOH channels throughout UM or view the content directly at

Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Advisor: David Rebetzke
Senior Brand Manager: Tim Lau
Assistant Brand Manager: Krystina Batt

Creative Agency: The Monkeys, part of Accenture Song

Group CEO and Co-Founder: Mark Green
Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative Team: Emmalie Narathipakorn and Seamus McAlary
Head of Production: Penny Brown
Senior Producer: Kaija Wall and Elliot Liebermann
Corporate Strategy Director: Kit Lansdell
Head of Business Administration: Topher Jones
Senior Business Director: Lucy Baynes
Senior Business Manager: Mitchell Bevan

Production company: Rabbit
Director: Al Morrow
Executive Producers: Alex Hay & Lucas Jenner
Associate Executive Producer: Marcus Butler
Producer: Morgan Hind
DOP: Peter Eastgate
2nd Unit DOP: Jason Hargreaves
Production Designer: Jon Dowding
Cast: Danny Long

Edit house: ARC

Editor: Drew Thompson ASE
Executive Producer: Daniel Fry VFX: ARC
Colorist: Ben Eagleton

Music and sound: MassiveMusic

Sound design: Simon Kane
Actor: Katrina Aquilia

Media agency: UM
Client Director: Laura Ellis
Commercial Director: Joshua Greive
Senior Planning Manager: Michelle Andrews
Strategist: Maddison Thompson
Planning Manager: Dominica Gray
Partnership Trader: Joshua Coles

PR agency – One Green Bean