MEAT & Livestock Australia (MLA) has launched a new advertising campaign reminding Australians why Australian beef is ‘The Greatest’.

Launched on October 6 and running for six weeks until November and then again in March 2025, ‘The Greatest’ campaign shows beef at its best and how the irresistible taste and flavour leads to some irreversible yet humorous decisions.

MLA general manager for marketing and insights, Nathan Low, said that this Australian Beef marketing campaign invoked a slightly different type of greatness for beef than recent ads.

 “After focusing on beef’s nutritional greatness and value for money for the past few years, the new campaign is shifting to remind consumers how much they desire beef by highlighting its superior flavour and eating satisfaction,” he said.

“This underpins beef’s position as a premium protein choice and is one of the main reasons why beef remains good value for money across the price spectrum.

 “Australians love their beef.

“MLA’s latest research shows that 92 per cent of Australian households purchased beef in 2023 and Australians are the third largest consumers of beef, with per capita consumption averaging 23.4kg.

 “Australians have a strong affinity for the sensory experience of consuming of beef, knowing that nothing else quite delivers the same level of satisfaction.

“It is a choice you can always feel great about, a sentiment heavily emphasised in this campaign.”

 The campaign will appear across mass media channels, reaching a broad audience that reflects beef’s iconic position within the protein category.

These channels will include free to air TV, on demand TV, large format billboards, online video and social.

 Additionally, there will be seasonal retail activations in store and in butcher shops to drive beef sales along the path to purchase.

 According to Mr Low, domestic demand for beef has been strong throughout the year, with cattle slaughter and production at historically high levels.

 “Adult cattle slaughter is forecast to rise by 16 per cent over 2024 to 8.2 million head, which is the highest figure since 2019,” Mr Low said.

 “Beef production is forecast to rise by 18 per cent in 2024 to 2.53 million tonnes, which will be the highest production volume since 2015, meaning there will be plenty of beef on the shelves as we roll into the New Year.”