‘THE Greatest’ beef campaign is making a return this October, following a campaign last year that Meat & Livestock Austraia has been hailing as a success.

The 2025 campaign will centre around two ads that will be played on broadcast television, online video and social media and large-format outdoor advertising.

The two main events include:

• The Ashes (Channel 7) – Aussie Beef will feature prominently throughout live telecasts during the Ashes Test matches between Australia and England in November and December 2025, expected to reach an audience of over 13.5 million Aussies during peak summer viewing occasions
• FIFA World Cup (SBS) – Aussie Beef will also feature during SBS’s broadcast of the 2026 FIFA World Cup in June and July 2026. The advertisements will be aired in at least two Socceroos matches and the World Cup Final, reaching millions of highly engaged viewers across diverse audiences.

Retail activations in supermarkets and butcher shops will further support the campaign, driving conversion along the path to purchase.

MLA says these partnerships position Aussie Beef in premium programming linked to iconic moments of national pride and celebration, reinforcing it as the superior protein choice.

“Aligning Australian Beef with the greatest sporting moments like The Ashes and the FIFA World Cup allows us to reach Australians when they’re most engaged, enjoying the sporting moments we love,” general manager for market and insights Nathan Low said.