The Greatest Meat on Earth song lyrically argued the fact that there’s no such thing as ‘just’ when it comes to Beef; It wasn’t about creating shock and awe. Beef is an everyday staple and had to appeal to everyone. So did the campaign.

We created a singing butcher to remind and re-educate Australians that there’s no such thing as “just a steak” and we utilised the reach and targeting capability of radio to reach hungry Aussies just around the time they were deciding what to have for dinner.