Award Category
Marketing Team of the Year

Meat & Livestock Australia


MLA is a small group that likes to get their teeth into their work, creating and delivering game-changing offerings while thriving in a high performance culture. Data informs their insights, driving strategies which consistently see the team “break the internet”, Campaigns like ‘Spring Lamb’ and ‘Australia Day’ received nearly 15 million views, generating almost half a billion media impressions.

Inclusivity and diversity feature big in this team’s creative. For its ‘Spring Lamb’ campaign, neglected communities were identified via a custom dashboard powered by +300 million data points from the national census. Insights were used to tailor media, activations and messages, resulting in 400 pieces of unique coverage with an OTS of 171 million, 6.1 million views, and shared over 41,000 times.

For ‘Australia Day’, MLA worked closely with Indigenous groups and co-created a campaign they were willing participants in, with Reconciliation Australia happy to promote it. Over two weeks, there were over nine million content views (over 60% organic).

The team also worked with Dame Edna on ‘The Iron Lady for Beef’ to raise awareness about the lack of iron in Australian women’s diets. With help from the housewife superstar, more than 3.7 million views were generated in four weeks and the mean number of serves per week target was exceeded. MLA also smashed its target of 20% of main grocery buyers willing to pay more for beef, achieving 25% marketing culture.

MLA has a culture of pushing boundaries, innovating and expectations of excellence. Focusing on retention over recruitment has resulted in a healthier and more stable culture, with 0% turnover within the domestic marketing team in the last two years. It also maintains diversity with a 50:50 male to female ratio in the team, led by a female CMO.

MLA supports its marketing team to also upskill outside of work via tertiary education grants and assists its team to manage work/life balance effectively with flexible working conditions and benefits. Team members are celebrated through a reward and recognition program and are supported to build strong agency relationships.

Judges Comments

Judges felt that this was hands-down one of the best campaigns, and that not many Aussies would disagree. It displayed impressive results and a very strong performance for such a small team.