Australian Beef encourages Australians to ‘Beef at Your Best’ in new campaign via The Monkeys

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Australian Beef has launched a new campaign through The Monkeys, part of Accenture Song, highlighting the important role of beef in a healthy and nutritious diet. The campaign, titled Beef at Your Best, takes place at the Brisbane Broncos’ high performance center and shows how important eating well is to performing at your best on and off the field.

Created for Meat & Livestock Australia (MLA), the full suite of content includes a TVC featuring a lovable protagonist, in a series of humorous behind-the-scenes scenarios set in a professional sports environment.

The TVC, directed by Rabbit’s Al Morrow, is a mockumentary-style interview with highly respected Brisbane Broncos ‘team member’, assistant general Lance, showing how the nutritional benefits of beef both help him themselves and the team to give the best of themselves.

The ad highlights how productive you can be when beef is part of your diet and how it kicks you into high gear by ensuring high performance. This is demonstrated by Lance throughout the content, who is a behind-the-scenes dynamo who does everything to help the Broncos team perform at their best; whether it’s setting up training drills and making sure everyone on the team has a delicious beef lunch, lugging heavy equipment around the gym and keeping all their equipment in perfect working order. Lance’s infectious attitude is backed by beef that’s packed with protein, iron and B12 to ensure his muscle strength, physical energy and mind are at the top of their game.

“Beef provides us with so many essential vitamins and minerals to keep our bodies healthy in one simple package, and we wanted this campaign to show how Lance and his friends of the Broncos really are better about beef and the role nutrition plays in performing at your best, whether you’re an elite athlete or just helping out behind the scenes.

According to Scott Dettrick, Creative Director at The Monkeys, “Nutrition and performance go hand in hand, but not all of us can be professional athletes. However, we can all benefit from what Beef has to offer. In this campaign, we’re showing through the extended Broncos team that Beef can help anyone achieve greatness, whatever that may be.

Watch the ad via free TV nationwide on Nine & Seven, it will also air on YouTube, BVOD, Facebook and Instagram, and retail OOH channels by UM or view the content directly on

Client: Meat and Livestock Australia
Managing Director – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
Senior Brand Manager: Tim Lau
Deputy Brand Manager: Krystina Batt

Creative agency: The Monkeys, subsidiary of Accenture Song

Group CEO and co-founder: Mark Green
Managing Director: Matt Michael
Group Creative Director and Co-Founder: Scott Nowell
Creative Director: Tara Ford
Creative Director: Scott Dettrick
Creative Team: Emmalie Narathipakorn and Seamus McAlary
Production Manager: Penny Brown
Main Producer: Kaija Wall and Elliot Liebermann
Chief Commercial Strategy Officer: Kit Lansdell
Head of Commercial Management: Topher Jones
Senior Commercial Director: Lucy Baynes
Senior Commercial Director: Mitchell Bevan

Production Company: Rabbit
Director: Al Morrow
Executive producers: Alex Hay and Lucas Jenner
Associate Executive Producer: Marcus Butler
Producer: Morgan Hind
Cinematographer: Peter Eastgate
DOP 2nd Unit: Jason Hargreaves
Production designer: Jon Dowding
Cast: Danny Long

Edit Home: ARC

Publisher: Drew Thompson ASE
Executive Producer: Daniel Fry VFX: ARC
Colorist: Ben Eagleton

Music and sound: MassiveMusic

Sound design: Simon Kane
Producer: Katrina Aquilia

Media Agency: UM
Client Director: Laura Ellis
Commercial Director: Joshua Greive
Senior Planning Manager: Michelle Andrews
Strategist: Maddison Thompson
Planning Manager: Dominica Gray
Partnership broker: Joshua Coles

Public relations agency – A green bean

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