Australian Beef has signed on six ambassadors ahead of the 2020 Tokyo Olympic Games, including Paralympians Eliza Ault-Connell and Scott Reardon, rugby sevens player Emilee Cherry and vice captain Lewis Holland, Hockeyroos co-captain Emily Chalker, and basketball player Chris Goulding.
The ambassadors will feature in Australian Beef’s content campaign which will follow each athlete and tell the story of how they each reached the elite level that they are at today.
The content series kicked off with the stories of Ault-Connell and Reardon, shining a light on the communities, coaches and families who have helped them along the way. The series will also carry messaging about the importance of beef in a healthy lifestyle.
Ault-Connell spent 10 years away from wheelchair racing, but is set to return to the Paralympic Games this year with thanks to the support of her children and coaches.
Reardon grew up in Temora, a beef-producing region, and brings an understanding of those communities to the partnership, the brand said. His episode follows the accident on the family farm that led to him losing his lower right leg and the support his family provided him in getting back in to competing in sports.
Reardon said: “Growing up in Temora and as a Paralympian, I understand the important role that beef has in both the community, and as part of a healthy and balanced diet.
“I’m delighted to partner with Australian Beef to be able to tell my story as an elite athlete, a Paralympian, and someone who is proudly from the country. I’m so pleased to be able to show the greatness behind my greatness – the amazing people of Temora – in my work with Australian Beef.”
Lisa Sharp, MLA chief marketing and insights officer, said: ““Australian Beef is proud to be supporting this group of athletes with such powerful stories of resilience, dedication and success that will inspire others to find their greatness within.
“We’re excited to work with our ambassadors, share their stories, and help all Aussies lead a healthier lifestyle.”
The content series will be amplified across TV, online video, YouTube and paid social media.
The campaign was created by MLA’s creative agency The Monkeys.
Client: Meat & Livestock Australia
Brand: Australian Beef
Chief Marketing & Insights Officer: Lisa Sharp
Domestic Market Manager: Graeme Yardy
Senior Brand Manager: Samantha Warfield Smith
Creative Agency: The Monkeys
Chief Creative Officer / Co-founder – Scott Nowell
Executive Creative Director – Vince Lagana
Creative Director – Scott Dettrick
Snr Art Director – Jake Rusznyak
Snr Copywriter – Dennis Koutoulogenis
Managing Director – Matt Michael
Group Content Director – Ciaran Miller-Stubbs
Content Director – Bec Barnier
Content Manager – Tasha Strachan
Head of Production – Penny Brown
Producer – Sally Lankshear
Head of Strategy – Michael Hogg
Media agency: UM
PR agency: One Green Bean
Social agency: One Green Bean
Article credit: mumbrella.com.au