Meat & Livestock Australia (MLA), famed for its epic and humorous advertisments for lamb, especially on Australia Day, has done it again, this time with a 30 second musical ad for beef featuring Bill Lawry, Kate Ritchie and Leisel Jones.
Selling beef as “the greatest meat” on earth, it features a man who walks into the butcher and asks for “just a rump steak”, to the chagrin of the butchers, who respond “we don’t sell just a rump steaks here”.
The butcher begins “Was Bradman just a great cricketer?” and Bill Lawry appears and starts to say he was the greatest before he’s cut off.
Kate Ritchie appears holding her two gold Logies when he ask “Did Kate just do a spot of telly?” followed by Olympic swimmer Leisel Jones with her medals when the butcher ask did she “just enjoy the occasional dip?”
The ad then breaks out into song on the Great Wall and Mt Everest – “just a foothill in Nepal” – and a mum who “doesn’t make just a bolognese”.
The new campaign takes over from “You’re Better on Beef” and MLA marketing manager Andrew Howie said Australia produces the greatest beef in the world.
“When it comes to taste, tenderness, flavour and quality, nothing comes close,” he said.
“The new ‘Australian Beef is the greatest’ platform evolves these messages to ensure consumers feel proud t choose beef to feed their families.”
Here’s the new ad.