Captain Eats Beef as Ship Floods in Meat & Livestock Australia Campaign

The lengths Australians will go to for Aussie Beef are on full display in Meat & Livestock Australia’s new brand campaign, created by The Monkeys, part of Accenture Song, and directed by The Sweetshop’s Damien Shatford.

The two stirring films at the heart of the campaign showcase the instincts of an executive chef and a ship’s captain who are faced with ‘The Greatest’ choice of whether to surrender to its irresistible appeal or not.

Launching with 30-second TV spots, alongside 60, 45 and 15-second online versions and OOH, the work builds on ‘The Greatest’ platform with a new brand world for Aussie Beef; one where the much-loved meat looks and tastes so good it leads to some remarkable decisions.

“We were tasked with demonstrating just how desirable Aussie Beef is to Aussies in a sophisticated fashion, without sacrificing entertainment,” said The Monkeys chief creative officer Tara Ford. “This campaign sets out to do just that. Both spots are gorgeously crafted moments of delicious stupidity, and we couldn’t be prouder of them.”

Meat & Livestock Australia general manager, marketing and insights, Nathan Low, said, “It’s clear that Aussie Beef is in a league of its own when it comes to desirability for consumers. Aussies have a strong affinity for the sensorial experience of consuming Beef, knowing that nothing else quite delivers the same level of satisfaction – it’s a choice you can always feel great about, a sentiment heavily emphasised in this campaign.”