A month ahead of Tokyo 2020, Australian Beef teamed up with athlete ambassador Kelsey lee-Barber to activate its dual sponsorship of the Australian Olympic and Paralympic teams through a campaign called ‘Feed Her Greatness’.
The campaign, developed in harness with agency The Monkeys (part of Accenture Interactive), is spearheaded by a hero spot helmed by Director Trevor Clarence. It features an epic dinner table battle for the last piece of beef between javelin world champion Lee-Barber and her younger brother Greg.
The Tokyo-linked, winter campaign highlights that beef is packed with protein and makes great, healthy meals for athletes and for everyday Aussies. Whether it is a lifetime of committed, elite sports training leading up to a medal shot at the Olympic Games, or beating your personal best at the local games arcade, the message is that whatever your personal greatness you can help feed it from the natural source of iron, protein and nutrients packed into delicious Aussie beef.
The ad launched across free to air and subscription TV in the first week of June and will also run across digital, social and retail OOH channels by UM. The ad will run on Channel 7 free to air, BVOD and Twitter for the Olympic and Paralympic Games.
PR agency One Green Bean drove coverage for the campaign across earned media and owned social.
“We know Australians take great pride in putting Aussie beef on their tables,” said Meat & Livestock Australia’s Domestic Market Manager Graeme Yardy. “Our partnership with the Olympic and Paralympic teams allows us to put the nutritional benefits of beef on centre stage and gives Aussies the confidence to feel good about eating this delicious meat. With its unmistakable flavour and superior quality, we’re proud our country produces some of the best beef in the world.”
The Monkeys Creative Director Scott Dettrick added: “We wanted to show in a fun way that the nutritional benefits of Australian beef can help you be your best every day, and it’s not just athletes that can benefit from that.”
Kelsey Lee-Barber herself commented: “I think everyone wants to feel fit, active and at their best each day whether they’re competing on the world stage or not – and Aussie Beef is such an easy and tasty way to get essential nutrients in your diet.”
The campaign was created for Meat & Livestock Australia Domestic Market Manager Graeme Yardy, Senior Brand Manager Samantha Warfield Smith and Assistant Brand Manager Krystina Batt by a team at creative agency The Monkeys which included Chief Creative Officer Scott Nowell, Executive Creative Director Vince Lagana, Creative Director Scott Dettrick, Senior Copywriter Harry Boothman, Senior Art Director Brett Edwards, Managing Director Matt Michael, Business Lead Topher Jones, Senior Business Director Anna Willis, Senior Business Manager Mitch Bevan, Business Manager Tasha Strachan, Head Of Production/Senior Producer Penny Brown, Integrated Lead Tanith Williamson and Senior Print Producer Matt Tilbury.
Music was by Song Zu, the EP/MD was Kat Aquilla, with music composition by Haydn Walker and sound design by Simon Kane.
The production company was Revolver with Director Trevor Clarence, Managing Director/Co-Owner Michael Ritchie, Executive Producer Pip Smart, Producer Alex Kember, DOP Andrew Commis and Production Designer Jon Dowding.
Post production was by Vandal with Grade Olivier Fontenay, Editorial by The Editors’ Editor Stuart Morley and the media agency was UM with PR agency One Green Bean.
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