In a city filled with international dining options, Australian Reef N’ Beef stood out by embracing its roots. The campaign “If It’s Not Australian, It’s Not on the Menu” positioned the restaurant as the only place in Copenhagen serving a truly authentic Australian dining experience—from premium steaks to fresh seafood, all sourced exclusively from Australia.

 

Running for over a decade, the campaign became an integral part of the restaurant’s identity, reinforcing its unique selling point with bold, unmistakable messaging. The work was recognized on the international stage, earning a Creative Circle Award shortlist (2009), a Eurobest Outdoor finalist spot (2009), and a feature in Archive (06/2008).

 

More than just an ad campaign, it became a lasting brand statement, making Australian Reef N’ Beef a go-to destination for those seeking an authentic taste of Australia in Copenhagen.