Meat & Livestock Australia (MLA) has launched a new advertising campaign reminding Australians why Australian beef is ‘The Greatest’. Launched on October 6 and running for six weeks until November and then again in March 2025, ‘The Greatest’ campaign shows beef at its best and how the irresistible taste and flavour leads to some irreversible yet humorous decisions.
General Manager for Marketing and Insights at MLA, Nathan Low, said that this Australian Beef marketing campaign invoked a slightly different type of greatness for beef than recent ads. “After focusing on beef’s nutritional greatness and value for money for the past few years, the new campaign is shifting to remind consumers how much they desire beef by highlighting its superior flavour and eating satisfaction. This underpins beef’s position as a premium protein choice and is one of the main reasons why beef remains good value for money across the price spectrum,” Mr Low said.
“Australians love their beef. MLA’s latest research shows that 92% of Australian households purchased beef in 2023 and Australians are the third largest consumers of beef, with per capita consumption averaging 23.4kg. “Australians have a strong affinity for the sensory experience of consuming beef, knowing that nothing else quite delivers the same level of satisfaction. It is a choice you can always feel great about, a sentiment heavily emphasised in this campaign.”
The campaign will appear across mass media channels, reaching a broad audience that reflects beef’s iconic position within the protein category. These channels will include free to air TV, on-demand TV, large format billboards, online video, and social media platforms. Additionally, there will be seasonal retail activations in store and in butcher shops to drive beef sales along the path to purchase.
Domestic demand for beef has been strong throughout the year, with cattle slaughter and production at historically high levels. “Adult cattle slaughter is forecast to rise by 16% over 2024 to 8.2 million head, which is the highest figure since 2019,” Mr Low said. “Beef production is forecast to rise by 18% in 2024 to 2.53 million tonnes, which will be the highest production volume since 2015, meaning there will be plenty of beef on the shelves as we roll into the New Year.”
To view the video ad, visit The Greatest Ever.
With the launch of ‘The Greatest’ campaign by Meat & Livestock Australia, Australian beef is reclaiming its position as the top choice for consumers across the nation. The campaign is not just about promoting beef as a nutritious and value-for-money protein choice, but it goes beyond to celebrate the unparalleled taste and satisfaction that Australian beef brings to the table.
The focus of the campaign is on highlighting the superior flavour and eating experience that Australian beef offers. As consumers, we often make choices based on desire and satisfaction, and the ‘The Greatest’ campaign taps into these intrinsic motivations by showcasing how Australian beef delivers on these fronts. It’s not just about fulfilling a basic need for sustenance; it’s about indulging in a sensory experience that brings joy and contentment.
The success of the campaign lies in its ability to resonate with Australian households, where the love for beef runs deep. According to MLA’s research, a staggering 92% of Australian households purchased beef in 2023, solidifying beef’s status as a staple protein choice. Australians are known for their affinity towards the sensory experience of consuming beef, and this campaign celebrates that unique connection by highlighting the unmatched satisfaction that comes with enjoying a delicious beef meal.
As the campaign unfolds across various mass media channels, including TV, billboards, and online platforms, it aims to capture the attention of a wide audience and reinforce beef’s iconic status within the protein category. The strategic placement of the campaign in retail outlets and butcher shops further ensures that consumers are driven towards choosing beef during their shopping journey.
The current landscape of the beef industry in Australia reflects a robust domestic demand, with cattle slaughter and production levels reaching historic highs. The forecasted rise in adult cattle slaughter and beef production signals a promising outlook for the industry, with ample supply expected to meet the demands of consumers. This bodes well for retailers and consumers alike, ensuring a steady availability of high-quality Australian beef in the market.
In a world where food choices abound, Australian beef stands out as a premium protein option that offers not just nourishment but an unparalleled dining experience. The ‘The Greatest’ campaign serves as a testament to the enduring appeal of Australian beef, reminding consumers of the joy and satisfaction that come with every bite. It’s a choice that embodies both tradition and innovation, reflecting the rich heritage and modern excellence of Australian beef production.
As we immerse ourselves in the sights and sounds of the ‘The Greatest’ campaign, let’s take a moment to appreciate the intrinsic greatness of Australian beef. From the lush grazing pastures to the sizzling grill, each step in the journey of Australian beef culminates in a culinary experience like no other. So, the next time you sit down to savour a succulent piece of Australian beef, remember why it truly deserves the title of ‘The Greatest’.
Whether you’re a long-time beef enthusiast or someone looking to explore new culinary horizons, Australian beef welcomes you with open arms and tantalizing flavours. Let the essence of ‘The Greatest’ campaign inspire you to embrace the greatness that Australian beef brings to your plate, meal after meal. Join us in celebrating the unmatched quality, taste, and satisfaction that make Australian beef a true culinary delight.
To stay updated on the latest news and developments in the Australian beef industry, subscribe to Cattle Weekly’s Newsletter and be part of a community passionate about all things beef. Join us on this journey of discovery and appreciation for the unparalleled greatness of Australian beef. Let’s raise our forks to a future filled with delectable beef dishes and memorable dining experiences.
