Australian Beef is Worth the Fight

    Australian Beef is a sponsor of Team Australia at the upcoming Olympic Games.

    By Asia Ad Junkie - Jun 7, 2021
    Australian Beef is Worth the Fight

    Aussie javelin throwing extraordinaire, Kelsey Lee-Barber, has teamed up with her little brother to pitch Australian Beef in a new spot from The Monkeys.

    The brand is a sponsor of Australia’s Olympic teams and the campaign comes just weeks before the highly controversial Tokyo games are set to commence.

    The 30-second spot features Kelsey and her brother Greg locked in a battle, fork to fork, over who gets the last piece of beef at dinner. For Kelsey, the protein punch means world records and legendary status among Aussie sportswomen. For her more ambitious brother, the succulent cut means the high score on Dance Dance Revolution and fame and glory among the nerds at the local arcade.


    The parents make the obvious choice and side with Greg.

    “We know Australians take great pride in putting Aussie beef on their tables. Our partnership with the Olympic & 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,” said Graeme Yardy, domestic market manager at MLA.


    “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,” said Scott Dettrick, creative director, The Monkeys.

    The ad launched across free to air and subscription TV nationally last night and will be pushed out across digital, social and retail OOH channels by UM, with the ad running on Channel 7 free to air, BVOD & Twitter for the Olympic and Paralympic Games. One Green Bean will be driving coverage for the campaign across earned media and owned social.


    Client – Meat & Livestock Australia
    General Manager – Marketing and Insights: Nathan Low
    Domestic Market Manager: Graeme Yardy
    Senior Brand Manager: Samantha Warfield Smith
    Assistant Brand Manager: Krystina Batt

    Creative Agency – The Monkeys, part of Accenture Interactive
    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
    Senior Print Producer – Matt Tilbury

    EP/MD: Kat Aquilla
    Music Composition: Haydn Walker
    Sound Design: Simon Kane

    Production Company: Revolver
    Director: Trevor Clarence
    Managing Director/Co-Owner: Michael Ritchie
    Executive Producer/ Partner: Pip Smart
    Producer: Alex Kember
    DOP: Andrew Commis
    Production Designer: Jon Dowding

    Post Production: Vandal
    Grade: Olivier Fontenay

    Editorial: The Editors
    Editor: Stuart Morley

    Media agency – UM
    Hayley Pyper – Senior Client Director
    Shannen Clout – Senior Partnerships Manager
    Josh Coles – Partnerships Trader
    Marni Crutchley – Integrated Planning Director
    Cameron Roberts – Connections Strategist Director
    Maddison Thompson – Connections Strategist

    PR Agency – One Green Bean

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