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Aussies ‘Throw Another STEAK on the Barbie’



Setting the record straight

Aussies ‘Throw Another STEAK on the Barbie’


Nothing quite gets Aussie's blood boiling like the ‘Throw another shrimp on the barbie’ taunt. 
MLA, via agency BMF, has launched a movement to tell the world once and for all that Australians barbecue beef, not shrimp.
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.
View the spot below:
The movement is supported by TV, social media, radio, point of sale and events, all of which are geared towards stoking the Aussie love of beef on the barbecue and inspiring the nation to shout it to the world.
Andrew Cox, Group Marketing Manager at Meat & Livestock Australia, said: "Nothing fits the Aussie BBQ like steak.  This campaign marks a natural and more assertive step in the evolution of our summer beef campaign."
Laura Sampedro and Carlos Alija, joint Executive Creative Directors at BMF, said: "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
Managing Partner: Stephen McArdle
Executive Creative Directors: Laura Sampedro & Carlos Alija
Art Director:Trent Hendrick
Copywriter: Andie Graham
Planning: Christina Aventi
Director: Stephen Carroll
Production Company: Exit Films
Post Production: The Editors
Agency Producer: Mel Herbert
Producer: Tobias Webster
Art Buyer: Basir Salleh
Digital Creative: Nev Fordyce
Digital Project Manager: Rachel O’Toole
Client Director: Rebecca Morton
Account Director: Jonny Bucknall
Account Manager: Ciaran Miller-Stubbs
Account Executive: Rose Flowers


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