Mid-March saw Meat & Livestock Australia roll out a new ‘Stories For Greatness’ campaign for Australian Beef which fires the starters’ pistol on the countdown to the 2020 Tokyo Olympics and Paralympics.
The initiative sees Australian Beef unveil a six-athlete ambassador stable ahead of Tokyo 2020 through a video series which tells ‘stories of greatness’ and the important people who supported them – from their coaches to community.
They also show how beef is an important part of a healthy lifestyle and an easy-to-cook protein for everyday meals.
The campaign spans broadcast TV, online video, YouTube and paid social media.
Created with agencies The Monkeys and One Green Bean, each spot tells the story of an endorser: Paralympians Eliza Ault-Connell and Scott Reardon, Rugby Sevens’ Emilee Cherry, Hockeyroos co-captains Lewis Holland and Emily Chalker, plus Olympic basketball star Chris Goulding.
The first pair of spots tell the stories of Eliza Ault-Connell and Scott Reardon.
After 10 years away from the sport, wheelchair racer Eliza Ault-Connell is on track to return to the Paralympics, while Paralympic gold medallist Scott Reardon grew up in Temora and brings a true understanding of Beef producers and provenance to the partnership.
“Growing up in Temora and as a Paralympian, I understand the important role that beef has in both the community, and as part of a healthy and balanced diet,” commented Scott Reardon.
The campaign will evolve in the lead up to the Games with further strands such as the athletes sharing their favourite beef recipes and content seeking to inspire Australians to enjoy beef as an essential nutrient in a variety of healthy and balanced meals.
“I’m delighted to partner with Australian Beef to be able to tell my story as an elite athlete, a Paralympian, and someone who is proudly from the country. I’m so pleased to be able to show the greatness behind my greatness – the amazing people of Temora – in my work with Australian Beef.”
“Australian Beef is proud to be supporting this group of athletes with such powerful stories of resilience, dedication and success that will inspire others to find their greatness within,” said MLA CMO Lisa Sharp.
“We’re excited to work with our ambassadors, share their stories, and help all Aussies lead a healthier lifestyle.”
The campaign was created for the Meat & Livestock Australia Chief Marketing & Insights Officer Lisa Sharp, Domestic Market Manager Graeme Yardy and Senior Brand Manager Samantha Warfield Smith by a team at The Monkeys which included Chief Creative Officer Scott Nowell, Executive Creative Director Vince Lagana, Creative Director Scott Dettrick, Senior Art Director Jake Rusznyak, Senior Copywriter Dennis Koutoulogenis, Managing Director Matt Michael, Group Content Director Ciaran Miller-Stubbs, Content Director Bec Barnier, Content Manager Tasha Strachan, Head of Production Penny Brown, Producer Sally Lankshear and Head of Strategy Michael Hogg.
The media agency was UM, with PR and social handled by One Green Bean
Links:
Meat & Livestock Australia / Australian Beef
https://www.youtube.com/user/meatandlivestock
https://twitter.com/meatlivestock
https://www.facebook.com/meatandlivestockaustralia
The Monkeys
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