The Monkeys and Meat & Livestock Australia (MLA) – who have created numerous large-scale campaigns for lamb – have come together to promote beef as the greatest meat on earth.
Andrew Howie, group marketing manager at MLA told Mumbrella beef’s position as the category leader spurred the need for a more emotional campaign which reminded Australians of the meat’s “greatness”.
The campaign kicks off with a man walking into a butcher asking for “just a rump steak” before he is told by irritated butchers they don’t sell them.
“As Australians we use the word ‘just’ all the time as a way of playing things down, but it’s not ‘just’ beef, it is the greatest beef on earth,” Howie said.
The ad then turns into a musical with the butchers explaining why ‘just’ is an inadequate word to accompany beef.
“Was Bradman just a great cricketer, Peter?” the butcher asks the customer
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