New Zealand Jerky tells beef jerky jokes to cows (stop us if you’ve herd this one)

New Zealanders have a notoriously offbeat see see of humor, as you would have seen on Flight of the Conchords. A new campaign for New Zealand Jerky from creative agency North brings some twisted Kiwi humor to the tagline “Serious Meat”— they tell beef jerky jokes to a cow.

New Zealand Jerky views itself as a healthier jerky option, as the first Non-GMO verified beef jerky sold in the US.

In the social spots, New Zealand TV writer and standup comic celebrity Tim Batt tells dad-corny jokes to a deadpan cow to demonstrate just how serious New Zealand beef really is. “Why do cows have hooves instead of feet?...because they lactose.”