MLA’s Aussie Beef Hits A High Note

Meat & Livestock Australia has launched the sequel to the popular ‘Australian Beef. The Greatest’ campaign to remind people that the greatest meat on earth is 100% Australian.

Continuing the comedic song format of the first chapter, the campaign titled ‘The Greatest Meat on Earth. In the World’ directed by Nick Kelly of The Sweet Shop, sets out to inspire ‘Australian-made’ pride and promote the quality of Australian beef.

Taking place in a familiar setting, a butcher’s shop, Brian the Butcher gets asked a common question about where the meat is from. Breaking out into song, inspired by Gilbert & Sullivan’s well known Pirates of Penzance, Brian’s response takes his customer on a journey from a family of farmers to a sausage sizzle, discovering not only where Australian beef comes from, but reflecting on the key moments where beef is part of our lives.