New campaign from Meat and Livestock Australia points out to the world that Aussies don’t “Throw another shrimp on the barbie”
Australia: Nothing quite gets Aussie’s blood boiling like the “Throw another shrimp on the barbie” taunt so Meat and Livestock Australia, via agency BMF, have launched a movement to tell the world once and for all that Australians barbecue beef.
Fronted by funny man Merrick Watts, the campaign launches with a TV spot urging Australians to sign a Facebook petition to set the record straight – with the line “I’ll throw another steak on the barbie for you”. In less than 24 hours the ad had already hit more than half a million views on YouTube.
The movement is supported by TV, social media, radio, point of sale and events all geared towards stoking the Aussie love of beef on the barbecue and inspiring the nation to shout it to the world.
Says Andrew Cox, group marketing manager at Meat & Livestock Australia: “Nothing fits the Aussie BBQ like steak. This campaign marks a natural and more assertive step in the evolution of our summer beef campaign.”
Says Laura Sampedro and Carlos Alija, joint executive creative directors at BMF: “Ideas that resonate within a nation’s culture are ideas that get people talking and acting. Every country has some false cliché they are taunted with, but this campaign actually empowers Australians to help set the record straight and tell the world what they’re really about.”
Agency: BMF
Client: Meat & Livestock Australia
Media: UM