MLA decided to reinvigorate the meaning of beef by targeting its most important stakeholders and partners with an exclusive and premium publication.

The "Believe in Beef" Book weighs 2.5 kilograms. It consists of 300 pages that cover everything from the arrival of beef in Australia on the First Fleet, to beef’s involvement in great Australian sporting moments. The book also reveals the unique benefits of the product itself, from physical to emotional, and celebrates the great tradition of Australian beef farming.

The design includes traditional and modern typography that pays homage to beef’s history. The book uses wide and varied visuals, much like beef's impact on Australians.

The book has a custom case bound cover, custom age and distressed cowhide leather cover and branded "Believe" logo.

The book was given to important business partners, CEOs and farmers alike. It was created to remind them of where beef came from, what it means to Australia and above all – reinvigorate people's belief in the power of beef.

The "Believe in Beef" inspired its recipients to support MLA in the launch of the new brand platform. Their renewed support resulted in one of the most successful MLA campaigns ever:

- Best market share in three years.

- Preference amongst other proteins increased by 34%

- Reached 80.2% of target audience

- 2.4 million online impressions

- Total campaign reach 3.1 million