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"Like a Mum"


New work from BMF Melbourne to promote 'Easy Lamb Roast'

"Like a Mum"


There’s nothing like the classic smell of mum’s slow cooked roast lamb on a Sunday afternoon. But for many Aussies they simply don’t have the time, or find it “just too hard” to continue the tradition.
Meat & Livestock Australia is promoting "Easy Lamb Roast" - smaller mini roasts which can be cooked to perfection in as little as 30 minutes.
A new BMF campaign sees the product positioned as “So easy, it turns anyone into a Mum”. The campaign is headed by 45-second and 30-second TVCs directed by Jungle Boys’ Scott Pickett. They show a burly biker who starts behaving like a mum after he cooks a lamb roast for friends.  – for full cooking instructions. 
Andrew Cox, MLA’s Group Marketing Manager – Consumer Programs, says; “This is a great way to modernise perceptions of Australia’s favourite dish. It doesn’t have to be just for the big Sunday dinner”.
Carlos Alija and Laura Sampedro, BMF’s Executive Creative Directors, say, “There’s nothing like bringing together two unlikely worlds to create comedy and impact. It was important that while this ad was fun and light hearted it had a touch of humanity and authenticity. We ended up street casting most of the bikers and were amazed to see the mum in all of them.”
The campaign includes TV, out-of-home and in-store advertising, recipe booklets and an online cooking time calculator. 
Agency:  BMF
Client:  Meat & Livestock Australia
Production Company:  Jungle Boys
Post Production: Method
Media agency: UM


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BMF, Mon, 15 Apr 2013 04:29:43 GMT