IN BRIEF Brian the Butcher sings beef’s praises The latest chapter of the Australian beef is produced in a fun and stories and recipes from Australia’s ‘Australian Beef. The Greatest’ humorous way. ‘best local finds’ as selected by popular campaign, which reinforces and celebrity chefs, Frank Camorra (head promotes the provenance and high “Consumers are increasingly interested chef of MoVida in Melbourne) and Adam quality of Australian beef, returned in where their food comes from, and this Liaw (former MasterChef winner). to Brian the Butcher’s shop. campaign sets out to remind Australians thatby choosing Australian “Whether it’s a filet mignon or a humblebeef they’re Continuing the format of the first chapter, enjoyingthe freshest, highest quality potpie, we want to encourage Aussies Brian is asked a common question andestb tasting meat on earth,” he said. to feel pride when they buy the ‘best about where the meat is from. Breaking beef in the world’. This will enable us out into song, his response takes the “Our campaigns are informed by to celebrate the fact that we can enjoy customer on a journey from a family detailed consumer insights and need top quality Australian beef everywhere; of beef producers to a sausage sizzle, to be targeted and effective in order from Michelin Star restaurants to your demonstrating not only where Australian to drive demand for Australian beef local bakery and RSL,” Graeme said. ■ beef comes from, but also the key domestically and, ultimately, return moments where beef is part of our lives. value to our levy payers.” Watch the video via the Australian MLA Domestic Market Manager The integrated campaign featured across Beef Facebook and YouTube Graeme Yardy said the new campaign national television, print, digital, social, pages or go to: continued the story and highlights how radio and in retail outlets. It also shared australianbeef.com.au Welcome to the lamb-loving New Australia-land M LA’s summer campaign for moment then inspires two modern-day The campaign saw the advert run Australian lamb called for Aussie politicians to connect both across national metro and regional TV, Australia and New Zealand countries again. digital, social and radio. As part of the to come together over a lamb meal. The stage is then set for both nations broader campaign, media partners to come together over a lamb barbecue, – Nova Network and Junkee – will Building on the new brand platform amongst a huge floating party in the support the campaign across multiple ‘Share the Lamb’, the integrated middle of the Tasman Sea. The comical channels, encouraging both nations to campaign set out to extend the ‘rosemary advert celebrates the best of both unite as New Australia-Land. sprig’ to Australia’s neighbouring nationnations and joins us together in ‘New and bridge the divide over something In-store, product-focused point-of-sale Australia-Land’. will deliver meal inspiration, focusing everyone can agree on – lamb. “The good-humoured rivalry between on the variety of different lamb cuts The campaign featured a new long-form Australia and New Zealand is something and cuisines. Trans-Tasman recipes advert, which takes viewers back that underpins both countries’ cultures. developed by Daniel Wilson, underpinned to 1900 when Australia’s first Prime As a brand, lamb stands for unity, so we the campaign, inspiring Aussies to cook Minister, Edmund Barton, was finalising thought it was the perfect opportunity and share a lamb meal together. ■ the Constitution Act to make New to bring both nations together over Zealand part of the Commonwealth some tasty Aussie lamb,” MLA Domestic australianlamb.com.au of Australia. This actual historical Market Manager Graeme Yardy said. 5