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Creative

Dame Edna Sends a Message to Australian Women in Newly Launched Film for MLA

BMF, 2 months, 1 week ago

Campaign out of BMF Sydney, aims to get Aussie women to see beef as the best natural iron fix.

Dame Edna Sends a Message to Australian Women in Newly Launched Film for MLA

Busy gigastar housewife Dame Edna has taken time out off her hectic schedule to bring attention to a very concerning issue on behalf of Meat and Livestock Australia (MLA) via BMF Australia.

MLA research shows that whilst 1 in 3 Australian woman are low in iron, many of them seek alternative sources of iron such as leafy green veggies over Australian beef.

In an impassioned address to the nation, Edna eliminates any doubt that Beef is the best natural iron fix for the busy Australian woman.



Says Cam Blackley, ECD, BMF: "Serious subjects sometimes benefit from a little tongue-in-cheek humour, especially when delivered by Aussie icons like Edna. We couldn't think of a better spokeswoman to get women back to their best with beef."

Says Andrew Howie, group arketing manager, MLA: "The speed of modern life is relentless. Too often when feeling rundown and tired, we blame our time-poor lifestyle. Research shows that the actual reason for 1 in 3 women feeling a bit flat is they are not getting enough iron from their diet. In partnership with the iconic Dame Edna, we set out to prove there is no better natural source of iron for the modern busy woman than Beef."

The Edna jewel in the crown is part of a wider "mid-week meal" platform which sets out to prove that there are a range of healthy beef meals that can be prepared in just a few simple steps, in under 15 minutes. 15 real people minutes. Not celebrity chef minutes.

MLA
Chief Marketing & Communications Officer: Lisa Sharp
Group Marketing Manager: Andrew Howie
Brand Manager - Beef: Jacob Baldock
Assistant Brand Manager - Beef: Jasmin Koch
 
BMF
Executive Creative Director: Cam Blackley
Associate Creative Director: Tim Bishop
Head of Planning: Ali Tilling
Group Strategy Director: David Warren
Head of Client and Business Innovation: Kura Tyerman
Account Director: Will Woods
Account Manager: Melanie Pisani
Senior TV Producer: Fiona Gillies
Production Company: Revolver/ Will O'Rourke
Director: The Glue Society's Jonathan Kneebone
Producer: Caroline Kruck
Executive Producer: Michael Ritchie/Pip Smart
Post Production: The Glue Society Studios
Editor: The Glue Society's Luke Crethar
Post Producer: Scott Stirling
Sound Production: Rumble Studios
DoP: Russell Boyd
 
Media: UM

PR: One Green Bean