Meat & Livestock Australia (MLA) has launched a new campaign to drive beef sales during Australia’s winter season."The Greatest Meat on Earth" campaign features a Monty Python-style song, which aims to explain the greatness of beef and includes appearances from well-known Australian’s including cricket commentator Bill Lawry, Home & Away actress Kate Ritchie and Olympic gold medallist Liesel Jones. The campaign includes online, TV, radio, retail out-of-home, social media and digital activity. It's part of an annual winter-time push for beef, which aims to increase consumer consideration of the meat. CreditsChief Creative Officer: Scott NowellCreative Director: Grant RutherfordCreative team: Grant Rutherford, Hugh Gurney & Chelsea ParksExecutive Planning Director: Fabio BurestiHead of Planning: Michael HoggManaging Director: Matt MichaelGroup Content Director: Humphrey TaylorContent Director: Samantha HeckendorfContent Manager: Bec BarnierSenior Producer: Penny BrownIntegrated Producer: Tanith WilliamsonGraphic Designer - James HallidaySenior Digital Producer: Kit PeeblesDigital Producer: Krystyna AllenJunior Designer: Lauren ElliotProduction Company: FinchDirector: Benji WeinsteinExecutive Producer: Corey EsseProducer: Catherine AndersonDOP: Andy CommisEditor: Dave Whittaker at The EditorsColourist: Billy WychelVFX Post Production: FinchVFX Sound: Song ZuMusical Director: Ramesh SathiahSongwriter: Hugh GurneyArranger: Nathan CavaleriSound Designer: Abby SieProducer: Katrina Aquilia