‘THE Greatest’ beef campaign is making a return this October, following a campaign last year that Meat & Livestock Austraia has been hailing as a success.
The 2025 campaign will centre around two ads that will be played on broadcast television, online video and social media and large-format outdoor advertising.
The two main events include:
- The Ashes (Channel 7) – Aussie Beef will feature prominently throughout live telecasts during the Ashes Test matches between Australia and England in November and December 2025, expected to reach an audience of over 13.5 million Aussies during peak summer viewing occasions
- FIFA World Cup (SBS) – Aussie Beef will also feature during SBS’s broadcast of the 2026 FIFA World Cup in June and July 2026. The advertisements will be aired in at least two Socceroos matches and the World Cup Final, reaching millions of highly engaged viewers across diverse audiences.
Retail activations in supermarkets and butcher shops will further support the campaign, driving conversion along the path to purchase.
MLA says these partnerships position Aussie Beef in premium programming linked to iconic moments of national pride and celebration, reinforcing it as the superior protein choice.
“Aligning Australian Beef with the greatest sporting moments like The Ashes and the FIFA World Cup allows us to reach Australians when they’re most engaged, enjoying the sporting moments we love,” general manager for market and insights Nathan Low said.
I’ll start with the positives: the ads are punchy, memorable, and delivers the message with clarity. In today’s media landscape, that’s no small feat. The creative team clearly understood the brief and how to cut through the noise.
That said, we must also consider the double-edged sword of virality. Social media doesn’t just amplify success — it weaponizes irony. If we run a bold “greatest ship” ad during the Ashes and Australia loses a game (or worse, loses the Ashes), we risk becoming the punchline.
The Barmy Army and their meme-savvy masses won’t miss a beat:
• “Just like their beef, the Aussies went down with the ship.”
• “England won because they ate British beef.”
• “England stayed afloat — must’ve been the British beef.
It’s not just banter — it’s brand risk. And while some ad folks might argue “all publicity is good publicity,” I’d counter that brand equity built on national pride deserves more than a gamble.
Now, let’s talk about the ship.
Using a sinking vessel as a backdrop — and not just any ship, but a Titanic look alike — introduces a layer of symbolism that’s hard to ignore. The captain staying behind to enjoy Australian beef may be intended as a metaphor for loyalty, courage, or even indulgent defiance. But for many viewers, the Titanic evokes tragedy and loss. It’s a loaded image.
The greatest kitchen – no issue there. It even portrays my kitchen where my dogs and I get to savor the Aussie beef and sometimes those in between miss out. Well the dogs actually get the bone.
I fully support the strategy of aligning Aussie beef with iconic moments of celebration and national pride. But timing is everything. Let’s ensure our placement is not just premium, but prudent. Victory tastes better — and so does Aussie beef.