Effies
Australia
How ‘Aussie Beef the Greatest’ Delivered the Greatest Results
Agency
Droga5 Australia (part of Accenture Song)
Client
Meat & Livestock Australia (MLA)
Awards
Finalist
Return on Investment
Summary
Once a dominant protein, Aussie Beef faced declining consumption and battles on all fronts, including a cost-of-living crisis and rising 'meat reducer' trends. Instead of defensive, functional messaging, the brand launched a sophisticated, emotional attack with its "The Greatest" campaign. This creative approach used involving storytelling and wit to remind Australians of beef's superior flavour and eating satisfaction. The campaign successfully reaffirmed the brand's premium value and drove volume growth thirteen times greater than the fresh meat category.
Case study
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Credits
| Kit Lansdell | Head of Effectiveness, Author | Droga5 Australia, part of Accenture Song |
| Mark Green | The Monkeys Group CEO and Co-Founder & Global CEO | Droga5, Part of Accenture Song |
| Matt Michael | Managing Director | Droga5, Part of Accenture Song |
| Tara Ford | Droga5 & Accenture Song APAC & LATAM Chief Creative Officer | Droga5, Part of Accenture Song |
| Barbara Humphries | Executive Creative Director | Droga5, Part of Accenture Song |
| Joe Sibley | Creative Director | Droga5, Part of Accenture Song |
| Hugh Gurney | Creative Director | Droga5, Part of Accenture Song |
| Max Rapley | Associate Creative Director | Droga5, Part of Accenture Song |
| Danny Pattison | Associate Creative Director | Droga5, Part of Accenture Song |
| Jackson Best | Copywriter | Droga5, Part of Accenture Song |
| Catie Hall | Art Director | Droga5, Part of Accenture Song |
| Romanca Mundrea | Head of Production/Producer | Droga5, Part of Accenture Song |
| Elliot Liebermann | Senior Producer | Droga5, Part of Accenture Song |
| Vanessa Fernandez | Senior Print Producer | Droga5, Part of Accenture Song |
| Topher Jones | Head of Business Management | Droga5, Part of Accenture Song |
| Matthew Stafford | Business Executive | Droga5, Part of Accenture Song |
| Nathan Low | General Manager, Marketing and Insights | Meat & Livestock Australia |
| Jeffrey Ng | Strategic Marketing Operations Manager | Meat & Livestock Australia |
| Tim Lau | Brand Manager, Beef | Meat & Livestock Australia |
| Eden Lim | Assistant Brand Manager | Meat & Livestock Australia |
| Mary-Jane Morse | Brand Content Manager | Meat & Livestock Australia |
| Molly Dodwell | Senior Account Director | One Green Bean |
| Amy McCann | Account Director | One Green Bean |
| Damien Shatford | Director | The Sweetshop |
| Edward Pontifex | Co MD | The Sweetshop |
| Greg Fyson | Co MD | The Sweetshop |
| Kate Roydhouse | EP/Producer | The Sweetshop |
| Danny Long | Casting | The Sweetshop |
| Sam Chiplin | DoP | The Sweetshop |
| Lauren Thornborough | Client Partner | UM |