Seen+Noted: For the love of meat… beef + lamb come together in new campaign for MLA

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Australian beef and lamb have joined forces for the first time in a new push to drive consumption for the start of Summer. In a new marketing campaign released today by Meat & Livestock Australia (MLA) and created and produced by The Precinct, these two iconic red meats are pairing up to highlight the great opportunity for shoppers to purchase beef and lamb.


The ad features iconic lambassador and ex-AFL star, Sam Kekovich, and ex-Brisbane Broncos NRL player, Sam Thaiday representing beef, with the pair putting aside their differences in football codes to promote their shared love of Aussie red meats.

MLA managing director Jason Strong said the ad was an addition to the existing beef and lamb campaign calendar and was developed to support the industry at a time when saleyard prices had declined through a large part of 2023: “This new ad is helping us reach out to Australian shoppers to illustrate that red meat is great value leading up to Christmas. Now is a great time to pick up some Australian beef and lamb.

Henry Motteram, managing director of The Precinct said it was a great opportunity to support Australian Farmers by bringing these two powerhouse brands together: “Both brands have such a strong tone of voice which we really wanted to play up. Sam Thaiday and Sam Kekovich were the perfect ambassadors to show Australians that both beef and lamb can come together and be shared this summer as both are bloody delicious.”

Creative: The Precinct
Managing Director: Henry Motteram
Creative Director: Michelle Galluzzo
Copywriter: Matt Knapp
Art Director: Tim Green

Production: The Precinct
Director: Tim Green
Executive Producer: Henry Motteram
Producer: Jane Larkins
Cinematographer: Mitch Ayres

Post Production: The Precinct
Editor: Brendan Cain
Colourist: Scott Maclean
VFX: Beto Prado
Online: Piers MacDonald