Australia’s Beef Campaign Returns with Exciting Ads for 2025
This October, the iconic ‘THE Greatest’ beef campaign is making a comeback, following a highly successful rollout in the previous year. Meat & Livestock Australia (MLA) is poised to promote Aussie Beef across various media platforms, including television, online video, social media, and outdoor advertising.
Key Events for the 2025 Campaign
The campaign will focus on two major sporting events, ensuring high visibility and engagement:
- The Ashes (Channel 7) – Aussie Beef will prominently feature during the live broadcasts of the Ashes Test matches between Australia and England, scheduled for November and December 2025. This campaign is expected to captivate over 13.5 million viewers during peak summer viewing times.
- FIFA World Cup (SBS) – In addition, Aussie Beef will be showcased during SBS’s coverage of the 2026 FIFA World Cup in June and July 2026, including at least two Socceroos matches and the World Cup Final. This provides an opportunity to reach millions of engaged viewers from diverse audiences.
Retail Activations to Boost Campaign Success
To further support the campaign, MLA will implement retail activations in supermarkets and butcher shops, driving conversions and encouraging consumers along their purchasing paths.
MLA emphasizes that these strategic partnerships position Aussie Beef within premium programming that resonates with iconic moments of national pride and celebration, reinforcing its status as the superior protein choice.
Engaging Australians During Key Moments
“By aligning Australian Beef with the greatest sporting events like The Ashes and the FIFA World Cup, we can effectively reach Australians during their most engaged moments, enjoying the sports they love,” stated Nathan Low, General Manager for Market and Insights at MLA.
Stay tuned for more exciting announcements as the campaign progresses, continuing to promote Aussie Beef as a staple of Australian culture and cuisine.
